iF is a tight-knit team of curious, creative, analytical people committed to revealing insightful truths, bringing clarity to the complex and developing novel ways to tackle tough problems.
Michael enjoys finding the beauty in a problem and addressing it in simple ways. When he and Greg Amrofell founded iF in 2010, Michael built on his experience establishing an Internet venture in China, running a new practice at Siegel & Gale and solving product and marketing challenges at Microsoft. Michael is particularly devoted to music, wine, tennis, two nonprofit boards and, most of all, to his partner Denise and their magical little son Nathaniel.
Michael has played in the World Series of Poker main event – twice.
Greg’s penchant for mentoring not only shows itself through leadership of five practice areas at iF–Health, Technology, Education, Social Impact, and Core–but also in coaching his daughter’s soccer team and urging the Honey Badgers tennis team to victory. He is iF’s consummate motivator and champion of great work. Away from the office, Greg plays tennis, reads, follows soccer, and goofs around with his kids Amelia and Luke.
West Wing Plot Lines
Innovation and communication are the common threads in Shelley’s diverse professional life. She’s worked in commercial radio, higher education, virtual reality hardware, streaming media, consumer software, improv theater, search engines and mobile advertising. After five years at iF leading envisioning and product development projects, Shelley stepped into a new role, heading up operations, marketing, and HR. She loves Seattle, visual art, daring theater, fabric arts, and equality for all.
“The breezes at dawn have secrets to tell you. Don't go back to sleep.” - Rumi
Chris brings a torrent of tech experience to iF. Prior to joining the studio, he spent more than a decade at both Apple and Microsoft inhabiting a wide variety of roles, including finance manager, buyer, and product manager for Microsoft’s Windows and Robotics businesses. He leads a team of iFsters whose love for baseball, and frustration with the Seattle Mariners, rival his own. Bonus: Chris is a superhero when it comes to Excel skills.
When his daughter was chosen “Citizen of the Year” by her fellow kindergarteners.
In his 13 years at at Ziba Design, frog, and Teague, Eric led a range of projects including branded retail spaces, international design research, digital product design. He also created user experience design concepts for enterprise, automotive and aerospace industries. Here at iF, Eric explores how strategy and design processes can intersect, inform each other, and drive creative engagements. He is always on the lookout for great comic books and delicious food.
Performed in the musical Oklahoma! in a 10-city tour
From NBC to NYU, Stephen has amassed 20 years of experience as a groundbreaker in designing and building innovative interactive experiences. Pre-iF, he built an installation in Switzerland for Laurie Anderson and produced, edited, and animated “Postcards from Tora Bora,” which premiered at the Tribeca Film Festival. A long-time professor of digital media and leader of teams, he serves iF clients with immersive storytelling on screens of all sizes.
Jeremy honed his data analysis, engineering, and product management skills at Apple, Google, and Bing Mobile before making a grand entrance at iF. He loves taking on prototyping problems and always keeps users’ needs front and center. Around the iF office, Jeremy is known to retreat into his “focus cave” to stare intensely at his screen, emerging hours later with the solution to a complicated UX strategy conundrum.
“Quantified self-tracking.” Jeremy collects data on almost everything he does, hoping to detect patterns.
An earlier meaning of the word “illustrator” is "one who enlightens," which describes Savy perfectly. She brings to iF thorough knowledge of data design and visualization as well as branding. Savy is an award-winning designer with a passion for illuminating solutions to problems with brilliant visual communication. Enlightening indeed! As was the empowering experience of learning to snowboard as an adult.
Savy turned down an opportunity to represent WA in the Pizza Hut Olympics.
Seth was attracted to iF’s high stakes / high impact projects, in alignment with his experience as a professional poker player. He’s honed strong storytelling and production management skills thanks to past lives as a freelance journalist and location manager. Seth’s recent work has focused on the transformative power of data in global health in even the most remote locales. Out of the office, Seth loves traveling to faraway destinations and has mastered the art of sleeping on red-eye flights.
“Quotation is a serviceable substitute for wit.” - W. Somerset Maugham
As our ever-busy office assistant, Andy combines skateboarding dexterity, video game reflexes, and an extensive background in theater production to keep iF running smoothly. A Seattle native, he has experience wrangling engineers and designing spaces for maximum efficiency. Andy keeps his inspiration levels high by surrounding himself with talented artists of all kinds.
“Be like water, my friend.” - Bruce Lee
If you have five hours to spare, ask Ilona about math reform. A passionate supporter of education and the arts, Ilona puts her mathematics degree to use at Intentional Futures through education research, analysis, and presentation. Before coming to iF, she studied everything she could find, sold violins at a music store, and made up songs about traditional Ukrainian food.
Can come back from a parry with a solid high-line riposte.
Kristenelle is a fan of Harry Potter, and a wizard in her own right when it comes to information design and kerning. She may not have attended Hogwarts, but she did hone her skills as a typographer, presentation designer, product designer, and all-around visual magic-maker in New York City. When she’s not casting spells for clients, she’s cuddling with her chubby chihuahua sidekick.
Be a yardstick of quality. Some people aren't used to an environment where excellence is expected.” - Steve Jobs
Rich has a penchant for Post-it notes, keeping them on hand for whenever an idea might appear or re-surface a new way. A maestro at facilitating workshops that generate new ideas, he’s been a lecturer at Stanford’s d.school for the last eight years. Among Rich’s proudest professional achievements is his work in the Learning Mindsets and Skills field, helping leaders embrace a more human-centered and prototype-driven approach – and make it stick.
Rich is a fan of treasure hunts and books that feature them, like Masquerade and The Clock without a Face.
Peggy seems to know everybody. If you mention the celebrity you spotted downtown or the world leader you just saw on TV, she’ll have a story to tell about them. After 15 years in philanthropy, Peggy came to iF to keep our executive team on task, solve problems, and continue building relationships. She’ll talk with you about pretty much anything, and enjoys using her good judgment at work, at home with her family, and traveling the world.
Peggy is an owner the Green Bay Packers. Go Pack!
Whether it’s the year and a half he spent studying shampoo lather at Procter & Gamble, or his time uncovering consumer insights for Microsoft Windows, Michael is driven to rinse away assumptions and let the core truth shine. Michael joined iF to take research down a new path, closely merging research with key decision-making in business and product strategy by providing timely, useful (or should we say manageable?) insights.
Rowing is addictive to Michael, as it requires pinpointing a detail that’s not quite right, fixing it, and starting again.
Marilyn is an accomplished artist who has explored many mediums and exhibited on both sides of the country. Her work – according to one critic – “leaps to unexpected life in another dimension,” which is a skill she also brings to iF’s event planning. Marilyn is inspired by the natural environment of Seattle, and we’re inspired by her ability to create a beautiful meal with the barest of palettes (whatever’s in the fridge).
Created sandcast mirrors and sold them at craft shows in the 1960's.
Between designing board games, performing spoken word poetry, and consuming vast amounts of Manga, Eric has somehow also found time to be an adept manager of technical products. He honed his craft at Skype and Xevo, and comes to iF to make full use of his creativity and communication skills. Eric loves mentoring at risk youth, serving as a high school leader at his church and he believes he has the map to finding great music.
Being a camp counselor at a foster youth camp and seeing some of those kids graduate from high school.
Yasu made the move from Kanagawa, Japan in 2014 to study design at Seattle Central College. When he isn’t drawing, he uses his freshly-honed skills in layout, typography, illustration, and creative thinking to give iF’s design team a boost. He will happily talk with you for a long time about banded penguins, practices Kendo (bamboo sword fighting), and is regularly inspired by trying things that lay beyond his current abilities.
Once turned a scam call into a quite nice hour-long conversation
After graduating with a degree in Physics from Lewis & Clark College in Portland, Alex put educational programming in motion at Oregon Museum of Science & Industry. She then went to Thailand to teach college-level Kinetics to rowdy teens. Since Alex made the move to iF, she has consistently demonstrated her ability to stay calm under pressure and thrive in the space where analytical thinking and creativity collide.
Alex can come up with a fascinating podcast reference for any topic of conversation.
Whether holding the door open for a stranger or tackling a global health issue, Priya is a born helper. She graduated from the University of Southern California with a degree in international relations and business, interned for several NGO’s, and spent a year raising awareness and funds for high-quality surgical work in war-torn regions. At iF, Priya helps various teams with her impressive research skills, gift for making connections, and passion for global development.
Priya loves music, and likely spends more money on concerts than food.
At home, Rosie enjoys sewing and crocheting. At iF, she weaves together beautiful and engaging interactive experiences. After majoring in Graphic & Motion Design and many years of illustrating comics, Rosie crafted her early career at game companies and video production shops. She is now an integral part of the iF fabric, deftly handling project management, animation, virtual reality video, and digital product work for various clients.
Rosie designed a mission patch for NASA.
Lyle has a practical set of goals at iF: to identify meaningful problems, figure out what questions to ask about them, and answer those questions with smart, functional, and beautiful design. He’s prepared well for this mission, from studying UX to making music with computers. On weekends you can find him building things and hanging out with his dog Elsa.
Lyle enjoys learning about sea creatures with bizarre habits, like the plainfin midshipman.
Talk at length with Jessica about cities, behavioral economics, how people learn, how organizations work (and could work better), and feminism. She’s worked on all of those topics at places like the Brookings Metropolitan Policy Program, higher ed, and the federal government. A native Washingtonian, Jessica loves solving tough problems and writing a lot on whiteboards.
“You make progress by implementing ideas.” - Shirley Chisholm
When she’s not studying for her accounting degree at the University of Washington, Yuan likes thinking about sustainable societies, and the impact of using data to pinpoint previously invisible patterns to spur innovation. She likes both design and crunching numbers, because they combine creativity, business, and problem-solving. Yuan believes in the power of creativity and teamwork to generate new ideas that will make the world a better place.
There are always flowers for those who want to see them.” - Henri Matisse
Talk about a well-built career. Aaron started out as an architect before spending several years as an art director and designer for sustainable architecture magazines in Chicago. This makes him an ideal fit for our office within the most sustainable commercial property on Earth – the Bullitt Center. Aaron brings to iF award-winning design chops, towering social media skills, and a solid foundation in brunching.
Is an instagram star!
While working as an elementary school teacher and assistant principal, David started wondering why classroom note-taking was such a challenge. So naturally, he built an app. That led him to a year-long startup venture. Now on the education team at iF, he works on big vision projects and enjoys analyzing and unpacking problems, collaborative thought work, presenting, and relationship building. When not hanging out with his kids or playing Ultimate Frisbee, David goes deep into the vast and nerdy world of board games.
Would like to talk with you about formative data and assessment systems in education
Before joining the iF team, Jennie earned her J.D. from Stanford Law School and went on to represent global media and nonprofit clients as a practicing lawyer. She also published four novels, including a Truman Award Nominee. Jennie enjoys the fact that our HQ is “grocery store adjacent” and brings top-shelf ingredients to iF as a storyteller, project lead, investigator and scrutinizer. Note: She likes cracking codes – not knuckles.
Jennie interned for The Late Show with David Letterman.
Don’t let Tyler’s love of technology, pattern matching, and marketing strategy fool you - he’s a nature lover at heart. Skiing, biking, and hiking give him the inspiration he needs to lead strategy and product work here at iF. Tyler grew his love of brands at New balance, topped it off with an MBA from the University of Washington, and sharpened his skills at Starbucks. Now he enjoys creating simplicity from complex problems and geeking out about gadgets with willing participants.
Leaving the corporate real estate rat race in Boston and moving west to pursue a new career.
After a career in the print industry doing everything from letterpress to bindery, Victor went back to school to get even more knowledgeable about graphic design. Now he puts his experience to great use to create inventive designs for clients. Victor is a stealth Crossfitter, has proofread more flyers than anyone you know, and once pulled an all-nighter with his wife to make a pigeon costume for their daughter. When not at iF, you’ll find Victor outside.
“When someone shows you who they are, believe them the first time.” - Maya Angelou
Ashleigh would like to go home at night knowing that her work is making the world a better place. She’s done that throughout her career at non-profits, start-ups, and corporate giants in a variety of capacities. Today she tackles resourcing complexities at iF through attention to detail, to-do lists, and teamwork. With a knack for reading a room and an affinity for Taylor Swift, Ashleigh draws inspiration from nature, art, and delicious vegan food.
“Without ice cream, there would be darkness and chaos” - Don Kardong
A salt collector, desk dancer, and seven-year educational technology veteran, Kristin’s favorite job before iF was working on games and software to teach struggling students how to read and do basic math. No wonder she has a passion for education, growth mindsets and instructional design. She seasons iF teams with her user-centered vision of innovation in technology, and fresh mango with black flake salt.
An expert doodler, Kristin invented the game Collabradoodle.
A dancer, gamer, and gadget guy, Steven comes to iF by way of Tiffany, Starbucks, and Apple. He swims around in spreadsheets, manages payroll and benefits, and helps iFsters and clients focus on producing great work. Drawn to iF by the learning opportunities and breadth of projects, Steven knows more than any other iFster about corn (yes, corn) and its role in our nation’s plethora of processed food.
Spent six amazing months travelling Europe.
Drawn to iF's culture of curiosity and optimism, Emma joins us from St. Louis via New York, where she worked with creative agencies, production companies, and nonprofits for clients like De La Soul, Sperry, the US military, and YouTube. Her abilities in storytelling and data visualization will be put to great use on the iF design team. In her spare time, Emma is into swing dancing, slacklining, and writing actual letters using a pen and paper.
Faced her fears by singing in a New York subway station. She earned 17 bucks!
Have you ever wondered how attorneys convince judges and juries about their arguments? Paul knows. He spent years helping to create winning trial presentations on subjects ranging from integrated circuit design to the FDA's drug approval process. He uses his storytelling and human-centered design chops at iF to solve big, real-world problems. And if you have a minute, ask him about the eating habits of Ochre sea stars. He knows a little about that, too.
“Flying is learning how to throw yourself at the ground and miss.” - Douglas Adams
Despite debilitating fear and an initial lack of mountain-ready skills, Gretchen conquered Schleyer trail at Whistler after years of courageous effort. In a similar spirit, she truly enjoys helping people with numbers and enabling them to push past tough obstacles and achieve goals of their own. Her math skills and admirable persistence help keep iF on track and aiming high.
“He who wishes to secure the good of others has already secured his own.” - Confucius
Zoë loves mountain vistas and new perspectives. When it comes to the beauty of working hard while doing good, her career provides a sweeping view. For the Peace Corps in Morocco, she taught women’s health in a Berber village. Later, Zoë managed vaccine development programs at PATH and rounded out her hands-on work with two master’s degrees. When not helping iF clients make a positive impact, Zoë is often on the trail, enroute to another stunning lookout.
Choreographed a Beyoncé dance with her research team to celebrate a love of agricultural data.
A wine aficionado fascinated by the elements of terrior, Chris has professional roots in environmental engineering. He’s uncorked multiple degrees at the University of Washington, including two Masters and a PhD. At iF, you’ll find him at the intersection of people, science, and technology, as he writes, unearths market trends, and savors his role as strategy consultant as if it were an exceptionally good Bordeaux.
Chris enjoys trimming and edging his lawn – the cleaner and more precise, the better.
With coffee as constant companion, Beth joined iF to delve into the unfamiliar. This comes naturally, perhaps because – with a Foreign Services Officer parent – she spent her childhood moving among far-flung countries. Or maybe it’s thanks to her work with the Science Café program, training scientists to talk about their work – in public. Beth has also applied her pluck to communications policy at the Aspen Institute. Wherever she roams, Beth is always well caffeinated and up for adventure.
“And the day came when the risk to remain tight in a bud was more painful than the risk it took to blossom.” - Anais Nin