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
Connection and innovation 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, and mobile advertising. Shelley sits on the executive leadership team at iF and runs its Strategy practice. Between sponsoring projects, you'll find her concepting the next iF Salon dinners and Wine Nights. She loves Seattle, visual art, daring theater, messing with fabric, 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.
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
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.
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.
Eric has 17 black button-down shirts
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.
Janie is well-suited to the finance and operations team at iF. In her previous role at Blue Oak Energy she did everything from placing $2M purchase orders for solar panels to assembling dozens of IKEA desks. Today, she employs her skills in problem-solving, investigating, negotiating, and organizing to improving how iF functions. When not asking poignant and head-scratching questions, you can find Janie skiing, climbing, and botanizing in the Cascades.
Backcountry ski huts in British Columbia
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.
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!
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.
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
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
With her new master's degree in public policy, Catherine aims to apply her skills to real-word problems to improve health around the world. She spent two years studying metabolism and inflammation at the Sabri Ulker Center. During school Catherine applied her boundless energy at PATH, studying how international interventions could better integrate nutrition and agriculture knowledge.
Was once victorious in a log-rolling competition.
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
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.
“Everybody is a genius. But if you judge a fish by its ability to climb a tree, it will live its whole life believing that it is stupid.”
- Albert Einstein
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
Zoë is driven to improve people's lives and make communities more resilient through creative solutions. She did just that by leading a campaign office for President Obama’s 2008 election, and by creating health education conferences in Morocco. At PATH, Zoë coordinated vaccine development programs with partners on three continents, and now serves on the City of Seattle Women’s Commission informing city policy. Her eclectic experience and two master’s degrees makes Zoë adept at helping communities thrive.
"The most difficult thing is the decision to act. The rest is merely tenacity." - Amelia Earhart
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