To remain personally invested in every project we undertake, we have consciously sized and structured our tight-knit team.
While our hearts are in Houston, we collaborate with minds all over the map, convening different skill sets, specialists, and perspectives as needed to bring your project to fruition. We find this approach keeps the overload low, the quality high, the reach ever-wide, and the work more dynamic. Our Principle crew is bound by talent, not time zone, and can currently be found working across Houston, Austin, Richmond, and Nashville.
Allyson Lack
Founder, Creative Director
Erin O’Connor
Writing Director
Bachelor of Science, Business & Marketing (University of Maryland)
Graduate Studies, Design (Portfolio Center)
Describe your role and your favorite thing about it.
As Creative Director, I am on a perpetual mission to align our collective ethos with like-minded clients and projects that inspire our team. I am often looking at things from the 10,000-foot point of view, pivoting between business development and art direction and advocating for how to best solve our clients’ challenges. But as a creative at heart, I revel in the minutiae of typographic nuances and the nitty-gritty production details.
What motivates you? Who or what are you inspired by?
When I began to understand the power of design and brand, it was like drinking from a firehose. I discovered this world at the age of 19 by accident while auditing an art class, and I have been fully devoted to this work ever since. What propels me forward is the desire to just keep doing it, surrounded by incredible talent, wonderful humans, and our shared intensity / seriousness for putting the absolute best work out there.
How do you define “success”?
On a macro level, success comes from two things: picking projects that feed our creative curiosity, and then crafting solutions that make our clients successful in turn. On the micro level, my goal as a creative director is to continue to build a team that works together well and to foster an environment in which each person is challenged, engaged, and heard. I know we’re on the right track when we’re growing together, earning the ability to take risks, and are able to say when something isn’t the right fit. Moving into our current space was a huge milestone—but then so was hiring my first full-time creative. And my second, and my tenth! I’m always delighted and humbled to have talented folks come aboard.
Bachelor of Journalism, Advertising (University of Georgia)
Graduate Studies, Writing & Design (Portfolio Center)
Describe your role and your favorite thing about it.
At one point my title was Writer and Brand Strategist, but anyone who knows me knows I’m a little funny about that last word. To me, strategy is having a plan and having a reason, and that applies to everything we do here—words or otherwise. Our designers are incredibly strategic. So I’d describe my primary role as architecting verbal identities, which is about 70% listening, 20% wrangling, and 10% writing. I’m very into diagrams. I work to understand our clients’ work and why they do it, what they’re really trying to convey, and how these things can intersect as beautifully as possible via words. The result might be a name or a tagline or a brand anthem or, better yet, a big chunky headline in delicious type. Because our work exposes us to so many different people and stories, I have the opportunity to learn all the time, supported by a team who is passionate and curious and hilarious. You always work toward and hope for that moment when you show the client the work and their reaction is, “Wow, you really heard me. This is it.”
What motivates you? Who or what are you inspired by?
I’m inspired by our clients, our team, fresh air, a good checklist, a cheesy musical, a cheesy snack, reading when I get to it, and green and growing things. I’m motivated by a love of order. I enjoy making sense of what’s complicated and finding an elegant way to organize information and express personality. Every client brings a unique challenge, a chance to try something new—to move a good thing forward.
What do you wish you had known when you started out?
To be confident in your voice. Not complacent or unyielding, but comfortable with having an inherent style and finding the people who are open to the world through your lens—who will champion and challenge you without trying to change who you are.
Elizabeth Kelley
Design Director
Carissa Hempton
Design Director
Bachelor of Arts, Philosophy & Studio Art (Furman University)
Graduate Studies, Design (Portfolio Center)
Describe your role and your favorite thing about it.
I oversee the digital side of things. So on any given day I might design, art direct, follow tech trends, get possibly too hung up in the details, mentor young designers, work with our dev team, chat with clients, pitch in on brand identities and, on occasion, go for a walk. Every part of it is the best part of it.
What motivates you? Who or what are you inspired by?
Whether it’s a cookbook draft, a messy pantry, my schedule, or a mountain of website content, I love figuring out a way to simplify complex situations. I’m most at home swimming in the details then making order, so even the thought of the before / after motivates me to start.
If you could choose an icon to replace the Spinning Wheel of Death, what would it be?
A little animated drop of water that reminds me to hydrate while I wait for my computer to function again.
Bachelor of Fine Arts, Graphic Communications (University of Houston)
Describe your role and your favorite thing about it.
I see myself as a design mentor and a lifelong student, so I take into account all the different pieces of a project—audience, brand perception, language, culture, visual elements—and help make sense of it while learning alongside everyone.
What motivates you? Who or what are you inspired by?
Contemporary art, film, music, fashion, color, people, places—all forms of creative expression play a part in who I am and what I make. For me, design isn’t just about creating something beautiful or functional; it’s an opportunity to improve quality of life. I try to think about someone’s entire experience, which should start with easily accessible and easily usable design for as many people as possible. Because when we’re all able to navigate and use the world around us in full, that’s when we know we’re doing something right.
What do you wish you had known when you started out?
You have to let go of your ego to grow. When I was starting out, I thought I had to know everything. I’d hesitate to ask my print rep if something was going to work or what their thoughts were on a design because I was timid about using the expertise around me. But it’s so much easier to get inspired—to learn something new, to approach a problem from a different angle, to find solutions—when you make room for the questions and ideas you might be holding in.
Jourdin Hendrix
Account Director
Ina Riley
Naming Lead
Bachelor of Business Administration, Marketing (Texas A&M University)
Describe your role and your favorite thing about it.
As an account director, I get to kind of “quarterback” the team while being a cheerleader for both creatives and clients. I look at the short- and long-term to eliminate inefficiencies and make sure project paths and client relationships are in the best shape possible for everyone’s success. I love celebrating our team and our work—and pumping up clients as their story makes its way out into the world.
What are you into when you’re out of the studio?
I’m an aspiring calligrapher, a dog mom of two, a bit of a sports nut, and always on the hunt for a well-made old fashioned or a great glass of pinot noir. (Recommendations always welcome.)
What motivates you? Who or what are you inspired by?
I grew up loving and making art, but because I didn’t know how to translate that into a career, I ended up going to business school. Luckily, my thirst for creativity led me here—to a place where passion and profession intermingle. And it’s all the people I work with that motivate me to do my job better and inspire me to create something new, even if it’s just for myself.
Bachelor of Business Administration, International Business & Marketing (University of Texas)
Describe what you do.
I lead the charge on naming for Principle. We dig deep to understand who our clients are and learn their hopes, dreams, and goals. When developing names, we’re looking for a memorable moniker that sounds, looks, and feels right for the concept, while also evoking what the brand is or does. It’s a cross between a conceptual fit and an intuitive gut-level check—and there is definitely a method to the madness!
What motivates you? Who or what are you inspired by?
Every part of the process—the big picture, the little fires, the creative ideation, the desire to present the best possible options. I enjoy putting myself in the client’s shoes and am inspired by the diverse industries and people I work with—from tiny startups to established restaurant groups and everything in between.
What are your tricks of the trade?
Actively listening to our clients, thinking ahead on their behalf, and finding unique and memorable ways to message their aspirations through name and brand voice.
Sarah Beth Seifert
Senior Writer
Steve Schwartz
Senior Writer
Bachelor of Arts, Psychology (Washington & Lee University)
Master of Science in Social Work (University of Texas)
Describe your role and your favorite thing about it.
As a senior writer, I work with fellow Principle word nerd Erin O’Connor to put visions and concepts into words. The essential task is to craft verbiage that articulates our clients’ core identities, ultimately equipping them with language that’s as strong as—and fully aligned with—their visual brand markers, language they can lean on and adapt for years to come. We take great care to produce brand writing that is soulful, authentic, and discerning. This involves industry research; deep dives into client histories and cultures; lots of listening; and writing allllll the things: website copy, brand guidelines, promotional collateral, communication tools, design briefs, and more.
What motivates you? Who or what are you inspired by?
Books, visual art, hiking, divisive grammar debates (all hail the Oxford comma!), and that feeling you get when you perceive the magic of words—when you stumble upon a poem that’s nothing short of breathtaking, or when you’re finally able to articulate a tricky idea.
What are your tricks of the trade?
Just start already. Shake off any aspirations of nailing it on the first pass. Devote yourself to outlining, become a fan of the barely passable first draft, and then edit, edit, edit.
Draft, re-draft, and re-draft again. My parents (both lawyers) used to edit the stew out of my papers for school. Turns out that’s how you learn to write: get a draft down on paper, solicit sharp (if humbling) feedback, then revise. Allow as much time as possible between drafts, even if it’s only an hour, and you’ll be rewarded with renewed clarity and insight.
Always bring a book. You never know when you may have a moment to yourself to read.
Bachelor of Print Journalism (Texas Tech University)
Winner of the Middle School Spelling Bee (5th Grade)
Describe your role and your favorite thing about it.
As a writer here, it’s my job to build a brand story, which happens to be the same as any other story—a solid hook, emotional connection, and maybe even a surprise or two, all delivered with clarity. My favorite part about that process is that there’s really no shortcut. If you want to get the job done right, you’ve got to roll up your literal or figurative sleeves and take the time to get to know the people behind the brand and why it exists. Once you know those people and their motivations, you can translate their brand into something the world can know, too.
What motivates you? Who or what are you inspired by?
I’m motivated by genuine connections with people. If I’m not evoking some sort of emotion or reaction through my work, what’s the point? And, as long as I’m writing for great brands, I don’t have to start on my personal memoir—no one wants that.
I’m inspired by authenticity. People who walk the talk. It’s one thing to make up a good story, but I love working with clients who are driven by a deep passion for what they do. To me, the industry doesn’t matter. If someone has a real fervor for underwater basket-weaving and is driven enough to follow that passion, I’ll be along for the ride, snorkel in tow.
What are your tricks of the trade?
It’s not much of a trick, but my goal is to soak up experiences. Throughout my career, I’ve found so much value in saying “yes” and learning new things. Read a book about arctic exploration. Learn how to smoke a brisket properly. Drive through that small town, even if it’s an hour out of the way. You never know when those little details and personal experiences may come in handy and, worst case scenario, you can cook some decent barbeque for the family.
It’s also important to soak up experiences from someone else’s perspective. Sure, you need to pay attention to what someone’s saying. But, I also try to pay attention to the moment when their face lights up or where they want to steer the conversation. What are they proud of? What details stood out? Ask them to describe a memory, and see what they focus on. These experiences and details usually add up to something more compelling.
Drake Preston
Senior Designer
Jackson Mahlke
Senior Designer
Bachelor of Fine Arts, Graphic Design (Sam Houston State University)
Describe your role and your favorite thing about it.
As a designer—specifically at Principle—I’m privileged to wear many hats. My day-to-day involves everything from researching the historical precedents of typography, penning letters and logos, art direction, and communicating concepts to clients, to working directly with printers and fabricators to make sure that blue is “just right.” My favorite thing? I revel in any opportunity to make order out of chaos. Publications. Websites. Maps. Signage systems. Wayfinding. “Flow” for me is taking a massive, unorganized, hierarchical mess of a document (or spreadsheet) and turning it into something that is both functional and beautiful.
What motivates you? Who or what are you inspired by?
People. Caring, heartfelt, thoughtful, ambitious, hardworking people.
Describe the project that’s made you proudest.
Hands down, the map of the Houston Zoo. My fellow P-Team member (and Sam Houston State alum) Jackson Mahlke and I worked on it tirelessly together. We were equal collaborators and competitors; we pushed each other to find smarter solutions the whole way through—which was needed, considering the massive amount of information we had to figure out how to organize. It took us hundreds of hours to design and build everything out, but that file is beautiful; every single layer is categorized alphabetically and by color. And now it’s this tangible thing that thousands of people hold and use every day. It feels really good to have had a hand in that.
Bachelor of Fine Arts, Graphic Design (Sam Houston State University)
Describe your role and your favorite thing about it.
I post GIFs to Slack. And sometimes I make logos and brand identities. I live for that moment when design clicks and you know you’ve found the right solution.
What motivates you? Who or what are you inspired by?
Good design, better designers, and the possibility of making an impact.
What type of project most excites you?
I like the messes. And the more complicated they are, the better. Because those types of challenges force you to look for new ideas—to be a sponge and submerge yourself in design, to see what other people are doing and bring that inspiration into your own world—so that you’re taking everything apart before putting it back together in an impactful way.
Ceci Castellanos
Senior Designer
Katherine Itzen
Designer
Bachelor of Fine Arts, Graphic Communications (University of Houston)
Describe your role and your favorite thing about it.
I love being able to meld my personal style with the needs of a client to help bring brands to life. As a graphic designer, I appreciate the challenge of experimenting with different aesthetics to fit our clients’ needs and solve problems through design.
What motivates you? Who or what are you inspired by?
Outside of work, you can find me painting away on windbreaker jackets. I find inspiration in catalogs and editorials. Everything from layouts to art direction reignites my creative spark and allows me to bring the fire to everything I create.
Pencil or pen?
Muji pen, all day.
Bachelor of Fine Arts, Graphic Design (Sam Houston State University)
Describe your role and your favorite thing about it.
What I do is why I love it: I make things that solve problems and help people, and I consider myself lucky that I get to do that every day.
What motivates you? Who or what are you inspired by?
Coffee and learning. Looking at how others make things—everything from film and photography to design and prints—and drawing inspiration not just from the end product, but from the creative process itself.
When was the last time you changed your mind?
Outside of those little, everyday changes, the last time I made a Big Change was in college. I was just about to go into nursing school when I paused to think about what I’d done already, and what I wanted to keep doing. I’d imagine myself in scrubs, running from room to room treating people, and I realized how unhappy I was—and how unhappy I’d be in that field. I thought, “If I stop now, I’m going to have to start over.” So I did.
Designer
Join Our Team
Who you are:
You’re a sharp, strategic designer with 3–5 years’ experience and a portfolio that reflects a penchant for systems thinking and typographic elegance. You’ll likely join us from a studio, ad shop, or in-house environment where you’re happy and comfortable designing deeply for a few brands, distributing your energies equally across a myriad of mediums, creative asks, and yet-to-be uncovered opportunities. This position will primarily entail designing for an iconic family of Houston-based brands—a longstanding client who values design thinking and creativity across all touchpoints. (Hint: if you love to eat, very good news for you.) You’re hungry for a tight-knit team, a rainbow roster of projects, and the freedom to share your voice and your skills to shape something special—as much in the brands you touch as in the place you work.
What you bring:
- A point of view
- Mastery of Adobe Creative Suite and motivation to continually monitor and master best practices, across print and digital applications
- Appreciation for tactility and an analogue approach—you recognize the best thinking often begins with pencil and paper
- Experience with print and environmental production techniques and a desire to expand these skill sets (experience in web design is a plus!)
- Ditto for type and layout
- Strong verbal/written communication skills
- Ability to juggle multiple projects autonomously and respond to direction with grace and good humor
- Rigorous standards for your work, from concept to kerning, preparation to presentation
- Passionate, whatever-it-takes attitude to get the job done right and with respect for all involved
- Appreciation for process, research, organization, and efficiency
- Love of collaboration and ability to provide and receive constructive critique
- Innately optimistic outlook and hunger to learn and grow
- Affinity for studio pets, pastries, big windows, and big thinking
- Bonus points for experience or expertise in motion design software
What we bring:
This is a full-time, salaried position (commensurate with experience) including medical benefits, PTO, weekly remote days, a company-sponsored retirement account and profit-sharing program, and offsite team summits for foodie fun and designerly bonding. (We let the writers come, too.) This position is based at our Houston studio, on a leafy, bungalow-lined street within walking distance of Rice Village.
How to apply:
Send your résumé and portfolio to work@designbyprinciple.com.
Much of what draws our team together is an enduring affection for textured, tactile experiences—we love to make things.
Although our roots are in finely produced packaging and printed matter, we’ve found over the years that—whether it’s stitched together by hand or by code—what we relish about the creative process is the opportunity to realize a brand in new and interesting ways (with new and interesting people!). No two projects are quite alike.
