Creative Lead | Storytelling, Copywriting & Strategy
Laurel Lindahl is an Emmy Award-winning writer who specializes in telling (mostly) true stories. Over the span of a 25-year career, her clients have included everyone from Beyoncé to Bank of America. Her most recent project, a six-film “markumentary” series about the town of Ketchikan, Alaska, earned her four Emmys, two Tellys, an Addy, and a coveted “official honoree” designation in 2016’s 20th Annual Webby Awards.
Before branching out into film, Laurel’s primary jobs revolved around creating brands that resounded with the people who were meant to love them most. Her specific gift, the ability to turn raw creative ideas and dry research/strategy documents into meaningful brand experiences, has come in fairly handy throughout her lengthy career in brand marketing.
As editorial director of Minneapolis-based brand design firm Yamamoto Moss, Laurel was schooled in the art of experience design by industry pioneers, Joe Pine and Jim Gilmore. While at the firm, in addition to designing memorable brand experiences for clients in the hospitality, tourism, and luxury travel industries, Laurel created and/or managed brand voices for Royal Caribbean International, Celebrity Cruises, Tremblant Resorts, Procter & Gamble, 3M, Northwest Airlines, and Target Archer Farms.
As a freelance copywriter and storyteller, Laurel’s clients have included AdventHealth, Target, Macy’s, General Mills, Sony, Virgin Pulse Wireless, Request magazine, Working Woman magazine, The Avon Foundation, Best Buy, MTV Networks, Beyoncé Knowles, P. Diddy, and Bank of America.
Laurel earned a B.A. in English literature/writing from Bethel University in St. Paul, MN, and holds a certificate in fine art and graphic design from Parsons School of Design in New York City.
Creative Lead | Brand, Strategy and DesignThomas is a seasoned design talent who operates in both the industrial and graphic design disciplines. His current projects encompass branding, graphic design, furniture and product design, retail concepts and immersive new media.
Thomas is the founding partner of Analog-Lab, a design incubator with offices in Milan and Seattle. Previously, Thomas owned design studios in San Francisco, Seattle, Paris, and Italy. His past positions include Chief Creative Officer at Icon Medialab in Milan, European Design Director for John Ryan International, Imagineer at EuroDisney in Paris, and Senior Designer with Landor Associates based in San Francisco.
In addition to his active contribution to design projects, Thomas teaches design at Domus Academy in Milan and is a frequent speaker on design and design strategy topics at worldwide forums. He holds a masters degree in industrial design and interaction design.
Tracy Downing McDermott
Principal | Brand & Strategy
Tracy McDermott is a passionate brand and design advocate who thrives on translating clients’ business goals and dreams into actionable plans and concrete realities. She’s enjoyed every opportunity over a 30-year career to work with some of the industry’s leading talents in pursuit of creative marketing solutions. Much of Tracy’s career has been focused on building brands for travel industry giants Royal Caribbean, Celebrity Cruises, and Holland America Lines, but she’s enjoyed projects that enabled her to help smaller travel clients and brands, too.
Prior to launching Ivy & Pine, Tracy worked in market research providing ethnographic research insights to clients from a multitude of industries, including banking, pharmaceuticals, manufacturing, and technology, as well as clients in the travel and cruise industries. She was also an Account Director at Minneapolis-based design firm Yamamoto Moss, where she led creative teams working on a variety of brand and marketing projects. Her client roster at YM included Royal Caribbean International, Celebrity Cruises, Tremblant Resorts, Holland America Lines, the Internal Revenue Service, and many smaller brands and Minnesota-based corporate and non-profit clients.
Before settling firmly in the creative agency side of the business, Tracy was the Marketing Director at Sylvan Prometric, a proctored testing company, and the Director of Integrated Marketing Communications for the Midwestern Area of IBM. While in those positions, she earned numerous accolades and awards, including Prometric’s Employee of the Year and IBM’s esteemed Hundred Percent Club.
Tracy graduated summa cum laude with a B.A. in Communications from Augsburg College in Minneapolis, MN, and engaged in post-graduate study of Integrated Marketing Communications at both Northwestern University’s Medill School of Journalism in Chicago, and the University of St. Thomas in St. Paul, Minnesota. In a more recent pleasurable pursuit of knowledge, she studied art history, fine art, French, and English literature at Diablo Valley College in Walnut Creek, California.
Lead | Business Development & Strategy
Nancy Mattoon comes to Ivy & Pine with over 35 years of Strategic and Consultative Sales, Project Management and Research and Development experience. She’s passionate about business and helping clients achieve their goals. Nancy is a gifted listener and tenacious problem-solver.
Nancy has held a variety of positions in business management throughout her career. As Director of Telecommunications and Data Services for the Musicland Group, she managed services for over 1,000 locations plus the company’s corporate headquarters. She also led Sprint Corporation’s Technical Sales Team and worked as a New Product Manager for Hickory Tech, where she developed and launched new product offerings for their DSL market.
Since leaving the product development role, Nancy has worked in emerging technology and strategic sales with clients in the Information Technology, Education, Government, Legal and Financial markets. Her customers included Microsoft, IBM, Western Governor’s University, Penn State (nationally and internationally), as well as local Twin Cities businesses Nash Finch, CH Robinson, Dart Transit and the Metro Airports Commission.
Nancy is a graduate of St. Olaf College with a degree in Russian Studies. Post graduate study includes IT Management as well as Comparative Literature and Philosophy. Nancy served a year on the President’s Special Council at US Sprint, working to achieve efficiencies in processes and to work toward the Malcolm Baldridge Award. A top producing business development professional, she has won numerous awards and consistently achieved sales goals over her long career.
Nancy loves to travel, is a voracious reader, has a passion for orchids and enjoys experimenting in the kitchen with her own recipes. She also has dogs, which she likes….most of the time.