Celebrating ten years in business, Paxson Fay has carved out a distinct niche at the intersection of architecture, design, and communications. In a new interview, co-founders Amy Golden and Tessa Franchini reflect on the agency’s evolution, the changing media landscape, and what it means to tell meaningful stories in design today.
What led each of you to the architecture and design world, and what inspired you to launch Paxson Fay together back in 2015?
Tessa: I’ve always been drawn to design. When I was young, I’d constantly beg my mom to let me repaint my room—so frequently, in fact, that we eventually came up with a compromise. I could repaint—but only my closet!
In college at Fordham University, I had the chance to assist an interior designer in Westchester whose approach was a maximalist, eclectic twist on traditional design—rich patterns, bold finishes, unapologetic layers. It was immersive and formative, and it confirmed that I wanted to build a career in this world. After graduating, I joined 3form and spent the first five years of my professional life there. I absolutely loved it—being part of a brand so closely tied to design innovation and material storytelling really solidified my path in this niche.
I also had a foot in journalism, with internships at NBC during college, so communications was always part of the picture. Starting Paxson Fay felt like a natural way to bring both passions together—design and storytelling. And launching it with Amy was a big part of the draw. From the start, we had a shared vision and complementary strengths, and that partnership has been the foundation of our success.
Amy: My interest in design also started early. I grew up visiting museums, traveling often, and being surrounded by adults who valued art and design. That exposure definitely shaped how I saw the world.
Architecture’s impact on my hometown also played a role. I left Seattle at 18, and when I returned eight years later, the city had completely transformed. It was a pivotal moment, and I felt compelled to be part of that evolution. I had just finished my MBA after several years in advertising sales in New York, and when Tessa and I realized we shared a vision—to elevate thoughtful design and support the people behind it—it all clicked. That moment of clarity led us to start Paxson Fay.
Since launching Paxson Fay, how have you seen the role of marketing and communications evolve within the architecture and design industries—and what shifts have had the biggest impact on how companies tell their stories today?
Tessa: The role of marketing and communications has evolved in profound ways since I entered the industry in 2008. While there will always be value in polished photography that captures the beauty of finished projects and products, today’s audiences are seeking more than shiny pictures. They want meaning. They want to understand the why—why a space was created, how it came to life, who it serves, and the values that shaped it. Authenticity, impact, and process have become just as important as outcome.
Beyond the types of stories we’re telling, how we’re telling them has also shifted. When I started, traditional press was the primary driver of visibility. While earned media is still a vital piece of the puzzle, the communications landscape has expanded dramatically—everything from Instagram and TikTok to podcasts and Substack. That shift has been empowering; firms no longer have to rely solely on editorial gatekeepers to reach their audiences. But with that freedom comes new challenges. There’s more noise, more competition, and more pressure to create content that not only captures attention but deserves it.
Amy: Absolutely. When we launched Paxson Fay in 2015, social media was growing, but it hadn’t yet become the storytelling engine it is today. Now, it’s an integral part of a brand’s identity—an opportunity to shape narrative in real time and build genuine relationships with an audience. But we’re also watching another shift unfold. In a world oversaturated with content, people are becoming more discerning. They’re not just scrolling—they’re searching for substance.
In this environment, intention matters more than ever. The firms that rise above the noise are the ones who know not only what they do, but why it matters—and who can articulate that in a way that feels both strategic and sincere. It’s no longer about broadcasting a message; it’s about building trust through meaningful, consistent storytelling.
Ten years is a huge milestone, congratulations! Looking back, what are some of the biggest lessons you’ve learned?
Tessa: A decade in business is a long game, and having the right people beside you makes all the difference. Knowing what we don’t know and hiring the people who do has been critical. We've been intentional about building a team that’s not only talented but also kind, curious, and supportive. Many on our team have said that the best part of working at Paxson Fay is the team itself, and I feel the same way. We genuinely enjoy working together, and that culture of mutual respect and care has made the work more meaningful.
We’ve also learned that growth doesn’t always mean constant expansion. Sometimes, success means becoming clearer about who we are, the kind of work we want to do, and the clients with whom we want to do it. That kind of focus has been transformative, both for our process and for our energy. And somewhere along the way, we learned to let go of impostor syndrome. Ten years in, you develop a strong point of view about what good storytelling looks like in design, and that voice has real value.
Amy: I completely agree. One of the most important realizations for me has been that you don’t have to scale massively to make a meaningful impact. Staying intentionally boutique has allowed us to build deeper relationships with our clients and with each other, and to protect the culture we’ve worked so hard to shape.
Another big lesson: delegation. As a founder, making the shift from doing everything yourself to leading and trusting others is crucial, but it’s not easy. Hiring the right people—those who share our mindset and values—has made that shift possible. It’s helped shape not just our internal culture, but our client relationships too.
We’ve also learned the importance of client retention. Long-term partnerships built on trust and transparency are the foundation of our business. And behind the scenes, systems have been essential—clear processes and structure are what allow us to deliver consistently strong work while protecting our team’s time and creativity.
You’ve worked with some of the most innovative studios and brands. What do you look for in a client partnership, and how do you know when there’s strong alignment?
Tessa: As we celebrate ten years of Paxson Fay and look toward the next decade, this question is top of mind. Strong client partnerships are about more than just great work—they’re about shared values, mutual respect, and human connection.
We look for alignment in both the work itself and the mission behind it. Are we inspired by what this client is doing? Do we believe in their purpose? That sense of shared vision is critical—not just for doing meaningful work, but for energizing our team. Agency life moves fast, and when you’re working with people who genuinely inspire you, it makes all the difference.
Chemistry matters too. Do we click? Is there trust? Do we feel energized after the call? The most successful partnerships are those where there’s room to explore, innovate, and grow together. We’re especially energized by clients who value our strategic perspective, recognize the effort we put in, and approach the work with curiosity and enthusiasm. When that mutual respect and engagement are present, it sets the tone for truly impactful, collaborative work.
Amy: Absolutely. At the core of every great partnership is mutual trust and transparency. We do our best work when clients are open, responsive, and willing to engage in the process with curiosity. We’re drawn to teams that either have a clear sense of identity or are open to figuring that out together.
We also look for grounded ambition. Clients who are excited to grow, who have big ideas but also respect the process it takes to get there. It’s about creating space for strategy and creativity to coexist, and making sure the energy feels reciprocal. When there’s alignment on values, vision, and communication style, it’s not just a smoother collaboration; it’s a much more rewarding one. Those are the partnerships we want to carry with us into the next ten years.
As the marketing and media landscape has evolved, have you had to introduce any new services or capabilities at Paxson Fay to better support your clients' needs today?
Tessa: We actually started Paxson Fay with a broader scope than we have today. In the early years, we provided a wide range of marketing support. When we started Paxson Fay in 2015, I traveled around in a van with a client for an experiential marketing program, and Amy was working out of a client’s office twice a week. That range helped us build a strong foundation, but over time, we focused on what we were great at: public relations, earned media, paid media, and social.
Now, we’re hitting another inflection point. The landscape is shifting again, and we’re looking at how to expand without losing focus. This includes expanding our advertising capabilities and providing additional support for influencer collaborations, podcast placements, paid social, and partnerships. Paid social, in particular, has been a successful area of growth, especially for our B2B clients.
Amy: The goal has always been to meet clients where they are. That means tailoring our approach based on the audience they’re trying to reach and the type of impact they want to make.
As publications evolve and media becomes more partnership-driven, we’ve adapted too. We're developing strategies that incorporate both traditional PR and emerging tools, such as brand collaborations, sponsored content, and event integrations. It’s not one-size-fits-all. Every program we build is specific to the client, their goals, and how they want their work to show up in the world.
What role does social media play in telling design stories today—and how has your strategy evolved alongside changing platforms and algorithms?
Tessa: We live in a time when attention is currency and storytelling is capital. Social media is the great equalizer—it gives every brand, no matter its size, a platform to earn visibility through narrative. When paired with a strategic marketing and PR framework, social becomes part of a powerful feedback loop: it amplifies brand stories, builds credibility, and helps translate awareness into influence. In design, where emotion, aesthetics, and detail matter deeply, social media brings those elements to life in real time.
The answer to how to keep up with changing platforms is simultaneously simple and complex. As algorithms shift and platforms evolve, so do we. What worked last week might not work next week—and we see that not as a threat, but as an invitation to experiment, observe, and refine. We’re not precious about tactics. If something stops resonating, we’re quick to pivot.
Amy: Social media gives companies the chance to share their point of view directly. It’s not filtered through an editor or shaped by a larger theme. It’s a space to build emotional connection and community.
Five years ago, it was all about having the perfect grid. Today, it’s about showing up with relevance, transparency, and value. Algorithms now reward consistency and engagement more than aesthetics, so we’ve had to be more intentional with messaging, cadence, and strategy. The rules may be shifting, but the goal stays the same: tell good stories that matter.
Celebrating ten years is also a moment to look ahead. What excites you most about the future of Paxson Fay and the industries you work in?
Tessa: We’re stepping into the next evolution of Paxson Fay, and what’s most exciting is doing it with a team that’s thoughtful, driven, and incredibly empathetic. Watching our teammates grow into their roles has been one of the most rewarding parts of the past few years. We're redefining what work can look like, both for ourselves and for our clients.
Within that team structure, I’m also looking forward to how things will continue to shift for Amy and me. As the team grows, we’re creating space to take on purpose-driven projects, explore new ideas, and think more creatively about the kind of impact we want to make.
Across the architecture and design industries, there’s a real momentum building around climate action, community equity, and social impact. These values are becoming more consistent in the work itself, not just in the messaging. That makes our role in telling these stories feel even more meaningful.
The tools are evolving too. Design firms are becoming more strategic, and the platforms available to them are growing. From founder-led content to short-form video to immersive brand experiences, there's more room to experiment. I’m excited about what that means for the stories we get to tell.
Amy: I’m excited to keep strengthening our partnerships with the clients and collaborators who are helping to shape a more sustainable and thoughtful future. At the same time, we’re refining what we do best. Smart storytelling, strong PR strategy, and elevated social media campaigns are where we bring the most value. Staying boutique allows us to stay focused, while still expanding our reach.
We’re investing in our team and our internal systems. That means creating more space for creativity, supporting professional growth, and building a foundation for the next ten years of work we’re proud of.
Finally, what advice would you give to emerging PR or marketing professionals who want to specialize in architecture and design?
Tessa: Start by learning the industry inside and out. Architects and designers can spot surface-level marketing a mile away. To gain credibility, you need to understand the fundamentals: the language, the process, the constraints, and the values that shape design work. Designers often speak in technical or theoretical language, and your role is to translate those complex ideas into compelling narratives that resonate with broader audiences. One of the most rewarding parts of the work is making design feel accessible, enjoyable, and relevant.
People who thrive in this field ask great questions. They’re listening for the “why” behind the project or product, because that’s where the story lives. It’s rarely just about the visuals.
Amy: On that note, stay curious. Read everything: industry publications, interviews, trend forecasts, magazines. Pay attention to what editors are covering and how those stories are being told.
My biggest piece of advice is to put yourself out there. Go to events, open houses, site tours, and conferences and start building relationships. The more you show up, the more people will start to recognize and trust you.
Tessa: The architecture and design world is a small, relationship-driven community in which trust and reputation matters. It’s not just about landing press, it’s about becoming a trusted partner and helping clients understand how communications can support growth, attract talent, and expand their impact.
