Lake & Pine is a creative studio that designs & creates engaging brand content

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

We shape your story

Lake & Pine specializes in building compelling narratives and powerful images that  bring your brand to life.

  • Video & Animation
  • Marketing Design
  • Website UX & App Design
  • Branding & Logos

Leadership

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.

After a 4-year tour of duty in the USAF, Peter earned a degree in Communications/Media from University of Minnesota. He joined the design staff at City Pages (alt weekly newspaper) in Minneapolis where he created miles of print advertising, one column inch at a time. He was crucial in bringing the newspaper and its staff into the Internet age.

Peter moved to Seattle in 1997 and started at Amazon.com just as the company was preparing to take a step beyond books and into music. He led the music store design effort and was instrumental in the planning and execution of the retailer's further expansion. Peter also held design leadership and program management roles in AWS as well as in Amazon’s ad business.

After Amazon, Peter worked in marketing and product development for Microsoft’s Zune music player/service and then as Sr. Director of UX, Brand, and Editorial at Rhapsody, guiding their brand merger with Napster.

In 2019 Peter stepped away from the corporate world and to work on a few small projects with longtime friend, bandmate, and creative collaborator Eric Kassel which grew into Lake & Pine.

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 small, local agencies where he developed a deep expertise in digital and experiential design. Macromedia Flash was the go-to tool at the time to create dynamic web experiences. He crafted digital experiences for brands like Target, Hasbro, 3M, Napster, and PBS. He developed a keen interest in motion design, which combined his many interests—graphic design, storytelling, animation, and music—into one package.

After working for agencies for nearly 20 years, he ventured out on his own to concentrate on clients and projects that shared his enthusiasm for leveraging technology to improve the world. In 2020, Eric teamed up with his longtime friend Peter to start Lake & Pine.

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 the gypsy jazz guitarist).

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