4770 Ohio Ave S
Ste B
Seattle, WA 98134
info@paxsonfay.com
Inside a Portland apartment described as an “Edith Piaf song sung by a modern artist.”
As much as people love their family life, I’m sure a lot of them dream of having a little getaway retreat to themselves. A place they can go to for a breath of fresh air, especially when everyday life gets stressful at home and it’s hard to feel creative and inspired. That dream became a reality in this Portland pied-à-terre for Sara Fritsch, the former president of Schoolhouse Electric.
Sara reached out to Casey Keasler of Casework Interior Design, who had designed her family’s weekend home in Mt. Hood, to help bring her vision to life. “I have built a career and reputation based on how important spaces are to people and how spaces can grow and evolve with us and how spaces are an extension of ourselves. Spaces can give us energy,” Sara explains. She wanted a place where she could “grow old feeling forever young;” it would be used as a retreat for recharging and inspiration.
“Sara was seeking ‘a backdrop for an affair with myself’ when transforming her pied-à-terre into ‘an oasis to remember my truth.’ She needed a space for creativity outside of her work from home setting and the activities of her busy family life,” Casey explains.
The studio apartment was a total blank slate, so it was up to Casey and the team (which also included designer Marla Kabashima) to add personality and create different types of areas within the space. Sara wanted something that was “feminine with an edge.” She told the team that they’d know they nailed the right design when it looked like “how an Edith Piaf song sung by a modern artist sounds (classic yet relevant, French, approachable depth, and mainstream but special)” and if it looked like “how rosemary and citrus smells (fresh and clean).”
In short, poetic design work needed to be done. Casey and team focused on three key phrases as inspiration: “ageless,” “self-love,” and “power clash.” And since they designed the space in 2022, which was the year of the tiger in the Chinese zodiac, they also used that motif in the design, with Kate Blairstone’s “Tigris” wallpaper in the entry.
The Casework team anchored the open studio living room with a chunky coral velvet sofa that was paired with a custom plaid ottoman and a contrasting plaid rug in butterscotch. “The sectional is large for the room, we easily could have selected with a smaller sofa and a couple of lounge chairs. But it was important for one to two people to be able to really lounge and watch a movie,” Casey says. “Its L-shape creates a natural ‘room’ and divides the sleeping area.” The living room’s color palette of peach, gold, and orange-y red is emphasized by the abundant natural light in the space.
Casey and team converted a closet into a bed nook, which gave it a custom built-in vibe, but without the steep price of one. “Recessing the bed a few extra feet also gained some much-needed floor space. It felt important to not see the bed from the front door but rather see the living room seating area,” Casey explains.
Another Kate Blairstone wallpaper was added to the bedroom walls—floral “Heirloom Roses” was selected as a contrast to the entry wallpaper. A blue floral carpet underneath the bed adds more contrast. “Working with pink and red is all about balance,” Casey says. “I was always thinking about proportion and getting the right value of the color.”
The tiny kitchen was updated with new paint on the cabinets, unique hardware, and upgraded lighting. And the bistro table’s blue chairs adds another unexpected pop of color that just works in the space.
It seems that the apartment is really serving its purpose as Sara concepted and started her own business, Studio Tigress, in the pied-à-terre. The creative venture offers unique, beautiful products and strategic advisory services. Studio Tigress launched calendars (designed in the studio apartment) with a portion of sales going to the One Percent Project, an initiative that supports non-profits and organizations that are working to address the needs of the unhoused.
And not only is it a retreat for Sara, but it also has other uses for her family and friends. “We’ve heard from Sara that she’s able to bring her kids individually to the space for a slumber party. It’s also where ‘houseguests’ stay,” Casey adds. “It’s become a retreat in the city, walking distance to a number of restaurants and shops in Portland’s Northwest Alphabet District.”
meet the team
We’re inspired by diverse design perspectives, innovation, technology, art, and the world around us. We live for the chance to create and disperse powerful, genuine messages that resonate.
tessa franchini
principal
tessa@paxsonfay.com
Tessa graduated from Fordham University in New York with a dual bachelor's degree in Communications and Political Science. During her time at Fordham, she worked for an interior designer and at NBC News where she developed her love for both design and communications. After graduating, Tessa managed marketing at 3form, a pioneer in the sustainable building products industry. During her tenure, 3form was repeatedly named one of the most recognized manufacturers in the design industry among architects and designers, and the company won multiple awards for its innovative product launches. After 3form, Tessa consulted on marketing efforts with leading product manufacturers in architecture and design before starting Paxson Fay with Amy.
amy golden
principal
amy@paxsonfay.com
Growing up in Seattle, Amy was always exploring the great outdoors but she found a particular thrill in traveling. During a visit to New York City at age 10, she knew that was where she wanted to live. After high school she left her home in the Pacific Northwest behind for the great unknown to attend Fordham University in the Bronx. Upon graduation, Amy received a phone call from CNN offering a job opportunity of a lifetime working in television ad sales at Manhattan's Time Warner Center. When a job opportunity in Los Angeles opened up a few years later, Amy couldn't say no to a new adventure back on the west coast. But Seattle eventually called her back home and Amy returned to pursue a Master's degree in Business Administration with the hopes of learning the skills she needed to feed her entrepreneurial spirit. Before graduating, Amy co-founded Paxson Fay with Tessa Andrews in 2015. Amy focuses on marketing strategy, public relations, social media, and partnerships.
colby wood
senior account executive
colby@paxsonfay.com
After graduating from Fordham University in New York City with a major in Communications and Media Studies and a handful of marketing and PR internships, Colby moved to Boston to manage marketing for a small, women-owned, creative consulting agency. While in that role, Colby managed public relations and marketing efforts for some of Boston's most prominent events and public art initiatives, including the Boston Pickle Fair and The Bulfinch Crossing Projections in downtown Boston. Colby gained experience crafting brand stories and identities through social media marketing and creative copywriting, seen through the successful launch of a premier Massachusetts adult-use dispensary and the revamp of her agency's own website. After two years, Colby decided it was time to figure out what the West Coast was all about. Looking to blend her marketing experience with her passion for design and architecture, Colby found Paxson Fay, where she focuses on social media strategy and management and public relations.
paige childs
communication specialist
paige@paxsonfay.com
As a child, Paige wanted to be an architect; but after falling in love with storytelling, the power of words, and yes, the show West Wing, she decided to pursue journalism at The George Washington University in the nation’s capital. Following graduation, Paige crafted communications for the beauty and banking industries. Craving space for creativity, she joined the small team that would reopen the congressionally designated National Children’s Museum. There, she played an integral role in establishing the museum’s brand, bringing it to life across digital channels, including social media, email, and advertising. After nearly eight years in DC, she decided it was time for a change of scenery. Having grown fond of the title Washingtonian, she made the cross-country move to Washington State. She landed in Seattle at Paxson Fay, where in true full circle fashion she is the architect of social media and public relations strategies for our architecture and design clients.
zoe mcphail
senior communications coordinator
zoe@paxsonfay.com
From San Francisco, California, Zoe moved to Seattle, Washington to pursue her undergraduate degree at the University of Washington. She graduated with a dual bachelor’s degree in Economics and Political Science. Shortly after graduation from UW, Zoe hopped across the pond to pursue her Master of Science in Urban Economics and Real Estate Finance at the London School of Economics. Focusing on Sustainable Development, she found herself drawn to adaptive reuse and preservation projects in the world of architecture and design. Building on prior marketing and social media experience, Zoe returned to the PNW in July of 2023 to work on social media strategy and content creation for clients at Paxson Fay.
martina povolo
communications assistant
martina@paxsonfay.com
Martina joined the Paxson Fay team as an intern when she was a senior at the University of Washington. After graduating with a bachelor’s degree in Journalism and Public Interest Communications, Martina is now continuing with the team as a Communications Assistant. During her time at UW, Martina worked as the Special Sections Editor at the university’s newspapers where she won multiple awards for her front page spreads. Looking to blend her minors in real estate and environmental science with her focus in communications, Martina is passionate and excited to join the Paxson Fay team.
tara lyons
communications assistant
tara@paxsonfay.com
With roots in Napa and Denver, Tara ventured to the Pacific Northwest to pursue her academic journey at the University of Washington, where she graduated with a bachelor’s degree in Communication and Education. Tara's love for writing began when she delved into songwriting, building on her pre-existing passion for singing and playing the piano. Following her undergraduate years, she returned to Paxson Fay, where she had previously interned, transitioning into the role of Communications Assistant. With a keen interest in PR and social media, Tara seamlessly integrates her creative flair into the professional realm. Outside of work, you'll find Tara passionately supporting the Kraken, embodying her love for both storytelling and sports.
We are hiring for our internship program! We are looking for an intern with a passion for design to help manage key communication channels. Click here to read more.
what we do
We are a communications firm founded in our passion for good design. Our unique approach to marketing and public relations in the architecture and design community has elevated our clients work to the next level. We’re backed by a talented community of creatives. From copywriters to social media experts, we provide a complete package of customized services. We strive to create a personal experience with each client, integrating teams and tackling your biggest marketing and public relations challenges from a high level. Then we help execute those plans ensuring lots of reporting along the way, with lots of coffee breaks in between because we’re from Seattle and that’s what we do.
marketing
marketing strategy
brand strategy
project management
partnerships acquisition and management
e-mail blasts
public relations
media strategy
content production
media communications and outreach
awards: strategy, content development and submissions
social
platform strategy and management
content production
targeted campaigns
results + reporting
advertising
advertising strategy
budget strategy + negotiation
calendar management
creative coordination
content
storytelling
copywriting
website and e-mail marketing
video: sourcing, storyboarding and scheduling
photography acquisition + curation
events
event management
sponsorships + partnerships
tradeshow coordination
press tours
clients
Here is a little taste of who we love to work with and what we love to do.