We shape your story

Lake & Pine specializes in crafting compelling narratives and powerful images that  elevate brands in audiences' minds.

When you work with us you can expect a tailored process that includes a relentless focus on your customer needs, application of the best practices of design, and an obsession over your story and visuals. You'll get the best of what we've learned in our years inside Fortune 100 companies and boutique agencies.

About us

Lake & Pine is a creative studio that designs and creates the engaging content and experiences that elevate brands.

Core services

We offer a wide range of design services, each tailored to elevate your brand's vision.

Brand design

A brand is more than just a logo; it's a representation of a company's values and personality. We take a comprehensive approach to branding, starting with a solid strategy and then creating everything from color schemes and typography to imagery and messaging. We wrap it all up in a brand guidelines  document to ensure that clients can maintain consistency in their branding across all touchpoints.

Digital & Print Design

With so many brand touch-points these days, companies must constantly create visually compelling visual content to keep audiences engaged. Without attention-grabbing graphics, a brand might as well be invisible. We’ve designed a multitude of graphics, including print collateral such as business cards, brochures, and flyers, digital graphics for social media and e-newsletters, and merchandise like t-shirts or stickers.

Videos & Animation

Video is a must-have in a marketing toolkit. Customers now expect video content when researching a product or brand. Whether it's an explainer video, a promotional video, or an animated social media post, we can create customized video content that aligns with our clients' branding and marketing strategies.

Web & App Design

A company's website or app is usually the first point of contact with potential customers. We combine our design expertise with the latest technology and trends to create customized websites and apps that are tailored to our clients' specific needs. Whether it's a simple brochure website or a complex e-commerce platform, we ensure that every website and app we create is optimized for a seamless user experience.

Leadership team

Our founders have over 50 years of collective creative experience working both on the agency side and within Fortune 100 companies. This diverse background equips our founders with a unique understanding of both business needs and agency best-practices, enabling  a comprehensive approach to problem-solving through design.

portrait of Peter Hilgendorf waering a hat and a flannel shirt in front of a blue & green gradient background

Peter Hilgendorf

Peter is an expert in experience design, idea generation, and problem solving.

Peter served in the USAF for 4 years before earning a degree in Communications/Media from the University of Minnesota. He then joined City Pages in Minneapolis, where he played an essential role in bringing the newspaper and its staff into the Internet age. He joined Amazon.com in 1997, leading the design of the music store and contributing to the company's legendary ecommerce explosion. He also lead the UX team at AWS and was a program manager in Amazon Advertising. He was in marketing at Microsoft (Zune & Xbox), and as Director of UX, Brand, and Editorial at Rhapsody/Napster.

Peter lives in West Seattle along with 2 teenagers, 1 dog, a half-dozen camera lenses, 3 turntables, and 8,000 LP records.

portrait of Eric Kassel waering a hat and a flannel shirt in front of a blue & green gradient background

Eric Kassel

Eric is a creative swiss-army knife with a talent for making the complex simple and kicking out stellar design.

After graduating with a BFA in Graphic Design from Minneapolis College of Art & Design, he took his newly acquired design skills to boutique agencies where he spent 20 years developing a deep expertise in digital and experiential design. He has crafted award-winning work for brands like Target, Hasbro, 3M, Napster, and PBS.

Eric is also a musician who has performed in a number of bands throughout the US and in Europe. He lives in 'Nordeast' Minneapolis with his wife, daughter, and dog, Django (named after a famous jazz guitarist).

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