Why I Teamed Up With Ray

Here are just a few of the reasons why I went all in and launched a company with the one and only, Rachael Smith. (Even though she’s a Wisconsin graduate, because no one is perfect).

#1. She’s wickedly talented: Throughout my career, I’ve worked with a number of show-stopping designers. But what sets Rachael apart from the rest is her ability to infuse the soul of a community or a project into her work. She beautifully captures what sets a place apart from anywhere else. Her work is entirely unique—a celebration of what is and what could be—splayed in logos, signage, and public art in communities throughout the country. 

#2. She’s a voice for change: As planners, we all believe in equity-focused design. But Rachael truly walks the talk, even beyond her work. She volunteers, marches, and advocates for human rights, diversity, and inclusion. And she bravely challenges biases in conversations and her work, making her an even better planner and designer. Her passion for social change is a foundation of our firm and a driving force in all that we do and create.

#3. She’s a spreader of joy: For many years, I would receive a bouquet of flowers from a secret sender during moments of celebration and pain in my life. The messages sent with the flowers were empowering, nurturing, and hilarious. It wasn’t until much later that I learned that Rachael was my secret gift giver, and from that moment on, I knew I had found my community joy spreading partner. One who whole-heartedly believed in our mission.

#4. She works hard and smart: No one works harder than Ray. She makes sure her projects are organized to the nth degree and her final products are stunning. But I’m always amazed at how she does so through collaboration, smart productivity, and a respect for her own time and the time of her clients. She is a walking personification that true creativity requires a thoughtful and deliberate process—and she weaves that process into everything she does and creates.

#5. She’s a boss. There are people who lead and others who follow. Rachael is a leader. With every attribute I’ve listed above, Rachael takes life by the horns and writes her own story. If she sees a social issue, she sets out to help fix it. If she wants to know how to do something better, she learns it. And if she wants to change the way cities are built by engaging and empowering the people that live and work in them, she starts a company to do it. She is, in every sense of the word, a total boss.