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ETHOS

THE DEFINITION OF HOSPITALITY IS CHANGING.

And the definitions of “luxury” and “high-end” are changing along with it.

Subscribing to the “one size, fits one" mentality, we tailor our offerings to each client and engagement. 

BE OUR GUEST

We take care of those who care.

In a way, we’ve come full circle; the notion of hospitality is once again rooted in people—helping them find true restoration and enjoyment.

Coupled with the impact of technology, the expectations for the hospitality industry are higher than they’ve ever been. Hotel managers have to deliver more than a clean room and a swift checkout. Restaurateurs have to worry about so much more than what’s on the plate. Developers need to curate local and immersive experiences to attract and retain both their tenants and community. In all cases, how these establishments are perceived by guests before they even enter the door will materially shape their opinion.

The new, expanded definition of hospitality is rooted in immersive experiences. Your guests want more than a great meal or a great room. They want a great story, one that they can retell to their friends. This is the new luxury, and it’s the new definition of success.

It's a handwritten note on the bed. A lounge act that brings Broadway to Brookhill. Or maybe it's a busboy who really didn't need to be as kind as he was.

 

You don't need five stars, or four stars, or a Michelin star. You don't even need to be in a business that counts stars. All you need to do is take good care of people – at the table, in their room, in their seats, or wherever the experience takes them. Because wherever there are brands that take a little extra care, The Plaid Penguin will be there to take care of them.

It all started with a stubborn mindset of nothing worthwhile came from the comfort zone (i.e. passion over a paycheck, giving up the good to go for great, no failures, only opportunities, etc.), an imaginative passion (maybe obsession) for design, food and human connection, and an unreasonably high-minded confidence in a flight path while unknown, would ultimately bear more fruits, provide balanced happiness and yield a bit more fun and excitement along the way. 

131,400 hours later . . .

HISTORY & MISSION

We like being creative, but we like being creative problem solvers even more. In fact, we may enjoy nothing more than helping a client find breakthrough ways of reaching its audience. We know how to shift the buyer’s perspective on an incumbent brand that might be losing some of its relevance. We know how to help new brands quickly gain traction and then earn loyalty over time. We’ve helped owners with an eye toward expansion tell their story to investors and have also been extensions to large marketing teams at Fortune 100 organizations.

Wherever a brand is in its lifecycle, we work to identify the right set of activations to help you achieve your business objectives. All of our strategic, design and communications solutions are grounded in the following: 

  • A deep industry knowledge

  • An unbridled enthusiasm for all products, services and brands with a hospitality forward mindset 

  • A recognition of the realities of your business.

Everyone on our team is dedicated to delivering the highest-quality work to our clients. Besides being the right thing to do, it just feels good when you know you’ve done your best.

PHILOSOPHY

& VISION

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Everyone on our team is dedicated to delivering the highest-quality work to our clients. Besides being the right thing to do, it just feels good when you know you’ve done your best.

FOCUS ON QUALITY.

We listen to our clients’ needs and perspectives, do our research, and then share our own. The best council demands a multi-faceted understanding of the situation.

LISTEN. THINK. THEN ADVISE.

We hold our employees, clients, and partners in the highest esteem, treating them with the utmost professionalism and respect and working to keep them connected and involved, wherever they may be. 

TREAT PEOPLE WELL.

We embrace technology for efficiencies, but the good stuff comes when we sit, look one another in the eye and gather around the same table. 

STAY CONNECTED & COLLABORATIVE

The creative process is all about failing fast and learning even faster. Stumbling blocks occasionally emerge, but rather than dwell on them, we learn from our mistakes and move on (quickly) with a positive attitude. We’ll work it all out.

BE OPTIMISTIC AND READY TO ADAPT.

We aren’t looking to grow for the sake of growth. Our aim is to grow with our clients over time by becoming invaluable partners as they grow their businesses.

GROW WITH OUR CLIENTS.

OUR BRAND GUIDE

We love a good brainstorm session, but we also love a good bar chart. With us, you get creative talent and analytical problem-solving. No need to compromise.

WE’RE WELL ROUNDED.

Penguins are a loyal, collaborative bunch. We think of our client engagements as partnerships and enjoy working with other talented people to build and transform a brand.

WE PLAY NICELY.

We take on projects that excite us, so we are confident that our clients are getting our best work. We surround ourselves with people that also take great satisfaction in a job well done. Plus, it’s usually more fun this way.

WE GIVE OUR BEST.

We take the work we do seriously, but not ourselves. Have you ever watched a penguin toboggan?

WE’RE SERIOUS, NOT STUFFY.

WHO WE ARE

Our strategies and creative solutions are incisive. With our focus and expertise, you’ll get the best opportunity to hit the bullseye with your customers.

PERSONALITY

& TEAM

Speed, consistency and thoroughness are the hallmarks of our work. Our core staff is made up of 16 practicing professionals well-versed in the arts of communications and is supplemented by talented collaborators who bring their skill sets to fill specific needs to our diverse projects.

SIR IDEA MAN

JOE HAUBENHOFER

FOOD: Regiis Ova, Pringles, Chived up Sour Cream

DRINK: A Sutler’s Negroni

LIKES: Tarantino flicks, night golf & being at a cabin on a lake

DISLIKES: People who:

1. Stand up early on an airplane

2. Don’t return grocery carts

3. Walk by and don’t stop for lemonade stands

DIRECTOR OF OPERATIONS

SUSAN ROEHR

FOOD: Lobster

DRINK: Tequila

LIKES: Good food, cooking, coffee

DISLIKES: Traffic, pretentious people, cilantro

DIRECTOR OF

COMMUNICATIONS

LAURA GRAFF

FOOD: Brunch 

DRINK: Vino 

LIKES: Summertime, the first morning sip of coffee, putting out fires

DISLIKES: Cilantro, wearing shoes in the house, cold weather 

DIRECTOR OF CLIENT IMPACT

EDDY DOLANN

FOOD: Pizza

DRINK: Bourbon

LIKES: Campfires, Star Wars, my dogs

DISLIKES: Bad drivers, doing laundry, IPAs

BRAND STRATEGY MANAGER

NICOLE COPSIS

FOOD: Pastitsio (Greek Lasagna)

DRINK: Dirty Martini 

LIKES: Golden hour, dry humor, true crime podcasts

DISLIKES: One-uppers, non-cartoon cats, weak coffee

BRAND STRATEGY MANAGER

KENDAL MOSS

FOOD: Sushi

DRINK: Rosé

LIKES: The beach, college football, coffee shops

DISLIKES: Delayed flights, cold weather, running

LEAD DESIGNER

ANNA SCHOECK

FOOD: Pasta

DRINK: Aperol Spritz

LIKES: Movies, photography, travel

DISLIKES: Cucumbers, paper straws, a trackpad mouse

BRAND COORDINATIOR | SOCIAL MEDIA CONTENT SPECIALIST

OLIVIA SCHMIDT

FOOD: Panang Curry

DRINK: Aperol Spritz

LIKES: Changing seasons, farmers markets, whole milk

DISLIKES: Clutter, scary movies, palmetto bugs

BRAND COORDINATIOR

JOSIE NICHOLSON

FOOD: Chicken 'n Waffles 

DRINK: Chilled glass of champagne 

LIKES: Redheads, charcuterie boards, front porch sit 

DISLIKES: Slow mall walkers, rollerskating, Halloween 

GRAPHIC DESIGNER

NICK EDWARDS

FOOD: Brussels sprouts (mmmmm)

DRINK: Dr. Pepper

LIKES: NYT Mini, Kurt Vonnegut books, Pinterest

DISLIKES: Itchy sweaters, orange the color, orange the food

GRAPHIC DESIGNER

TAYLOR FERRY

FOOD: Tacos

DRINK: Shirley Temple

LIKES: Going out to eat, Surf's Up, traveling to new places

DISLIKES: Onions, wooden spoons, long lines 

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PHOTOGRAPHER

JACKSON PETTY

FOOD: French Fries

DRINK: Kombucha

LIKES: Golf, twilight, sending my wife memes  

DISLIKES: Crowds, being more than 5 minutes late, sunburns 

CONTENT CREATOR

CURTIS GROLL

FOOD: Sushi

DRINK: Lavender vanilla latte with almond milk

LIKES: Coffee shops, a hoodie that hoodies, extra cheese

DISLIKES: Decaf coffee, a dead phone, laundry

CLIENT MANAGER

ALYSE MEYERS

FOOD: Pasta and french fries (not together)

DRINK: Water, coffee & red wine (can’t pick one)

LIKES: Organization, traveling with friends, outdoors

DISLIKES: Carnivals (clowns), sharks, fake people

DEVELOPMENT DIRECTOR

JOEL KUEHN

FOOD:  Chips & salsa

DRINK: Coffee

LIKES: Drums, problem solving, live events

DISLIKES: Whining, anxiety, scammers

BRAND STRATEGY & RESEARCH

CESAR HERNANDEZ

FOOD: Filete con patatas, huevos fritos y pimientos

DRINK: Scotch, single malt, from Islay, with one gigantic ice cube

LIKES: Phil Collins, Taylor Swift, Iron Maiden, Day Drinking

DISLIKES: Barcelona (the fútbol team), bad drivers, people calling anything a gazpacho… like no, that’s a cold soup, not a gazpacho, get your s*it together

WRITER & DIGITAL CONTENT STRATEGIST

JENNIFER MCGIVNEY

FOOD: Nachos

DRINK: French 75

LIKES: Old books, spoiled dogs, a freshly inked passport

DISLIKES: Bluetooth speakers on hiking trails, red streets on Google Maps, rhubarb

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MARKETING ASSISTANT

JULIANA RYAN

FOOD: TBD

DRINK: TBD

LIKES: TBD

DISLIKES: TBD

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