Paxson Fay is a full-service marketing and public relations firm specializing in the architecture, design, and arts industries.
Paxson Fay
4770 Ohio Ave S
Ste B
Seattle, WA 98134
info@paxsonfay.com
Syndicate Smith’s Lantern House on The Wall Street Journal
Instead of Tearing Down Their Beloved Cabin, They Moved It Across the Street
A Seattle family was able to preserve 15 years of memories when they built a new $2.4 million home on Puget Sound
Kristie and Joe Berg spent 15 years vacationing in a tiny one-bedroom cabin on remote Treasure Island on Puget Sound’s Case Inlet. On weekends and in the summer, the Seattle-based family went kayaking and boating, and their daughters, Avery and Alana, sold lemonade and painted shells.
As their daughters grew, the Bergs wanted a bigger home. But they dreaded demolishing the 800-square-foot cabin because it held such strong family memories.
Kristie Berg
Their solution was to buy a lot across the street for $90,000 and move the cabin there. They then built a new three-bedroom house on the waterfront site where the cabin used to be. They spent $2.4 million and two years on the new 4,300-square-foot house, finishing the modern home last July.
Kristie was worried that a modern, large house wouldn’t fit among the 1950s beach cabins that lined the shore. “I didn’t want to be obnoxious,” she said. But while the new house looks different, it doesn’t stick out: It has the same footprint as the original cabin and the exterior has a lot of wood. “My main goal was to preserve the magic,” she said. They call the new house the Lantern, she said, because “It’s always guiding you home.”
Kristie, 50, grew up camping around the Pacific Northwest with her family, and while she appreciated the access to nature, she hated sleeping in tents. When they occasionally vacationed at a cabin, with showers and toilets, it was a real treat.
“I always knew I really wanted a cabin someday,” said Kristie, an artist. Joe, 50, who works at the professional-services and consulting company Slalom, is also not a fan of camping.
The couple met while working at Amazon in 1999, when they bonded over wrapping gifts on an overnight shift at a warehouse in Nevada. Much of the money for their new Treasure Island house came from the $1 million sale of the Amazon stock that Kristie bought for $500 in 1996, just out of college, right before she started working there.
The couple got married in September 2001. With their honeymoon plans to Italy ruined by the events of 9/11, they pivoted to a road trip to the Grand Canyon. They only spent one night in a tent, and ended up having to call Kristie’s dad for help working the camping stove.
Joe left Amazon in 2000, and Kristie became a stay-at-home parent when their first daughter, Avery, was born in 2005. When the Bergs thought about buying a vacation house, they thought it might be in the San Juan Islands or Leavenworth, Wash., a mountain town they’d been visiting every winter.
That changed in May 2011, when they were chaperoning their daughter’s first-grade camping trip. When the trip was cut short due to bad weather, they took their daughters to visit a friend whose family had a small cabin on Treasure Island, also known as Reach Island. The Bergs stayed, first for dinner, and then for the night.
Kristie had known about her friend’s cabin since she was 13, and she and Joe had been in the area before. But the island seemed too remote, with just 250 homes, no stores or restaurants, and connected to the mainland by a one-lane bridge.
That weekend changed their minds. They saw that it was closer than they thought—only an hour-and-a-half from their Seattle home, with half the trip by ferry. The weather was gorgeous and the warmth of their friend’s large family was gratifying. “It was like a switch went off,” said Joe. After having slept in a tent for their daughter’s trip, he felt relieved to get a shower at the cabin. Kristie, who had recently lost her mom to cancer, said she realized how much she wanted to be near people who felt like family. “It was magical,” she said.
In August of 2011, when their daughters were 6 and 4, they bought the cabin, which was next to the one owned by their friends. It had one bathroom, shaggy carpet, a dilapidated deck and no dishwasher.
It was at the cabin, when she was 10 years old, that Avery told them she was seeing double. “Our life changed in that moment,” said Kristie. Avery was diagnosed with a rare, highly aggressive brain cancer and underwent chemotherapy, radiation and a risky surgery. “The cabin served as a respite through all things, even the hardest,” said Kristie. “It’s allowed us time and space to slow down.”
The Bergs paid $268,000 for the cabin; when they moved it across the street, it took a year and cost $300,000 just to prepare the site, including building a foundation on a hill. Moving the cabin itself cost $50,000.
The goal was to make the new house modern, airy and light—the opposite of the small dark cabin across the street, said Todd Smith, a founding partner of Leavenworth-based architecture firm Syndicate Smith, which designed the new house. The highlight is the entry, which is vast and high, filled with modern handblown glass pendants with LED filaments.
When Avery recovered, Kristie decided to pursue her love of painting—what she’d always wanted to do but didn’t think would be practical. Now, Kristie uses the original cabin as an art studio. Avery and Alana use it as a place for their friends to stay. The combination of the new, modern home and the old cabin is the best of both worlds, said Kristie. “It’s the perfect way for us to be here as a family,” said Joe.
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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
Originally from Seattle, Amy left her home in the Pacific Northwest to attend Fordham University, fulfilling her dream of living in New York City. After graduating with a BS in business administration, specializing in marketing and minoring in economics, Amy began her career in advertising sales at CNN and the Hallmark Channel in New York and LA. However, Amy’s love of writing, design, and connection with people ultimately led her to PR. While finishing her MBA back home at Seattle University, in 2015, Amy cofounded Paxson Fay with her friend and business partner, Tessa, driven by a shared vision to build a PR agency that reflected their values and passions. At Paxson Fay, Amy thrives in media relations and pitch development, enjoying the process of diving deep into each client’s story to craft compelling narratives that resonate with editors and journalists. Amy has a particular passion for architecture-focused projects, and securing SHED’s feature in The New York Times was an especially rewarding moment, as they were her first client. Another major career milestone was helping build out Paxson Fay’s talented team, fostering an environment where young professionals can grow their skills and pursue their passions. Outside of work, Amy loves spending time with her family, chasing after her two little boys, exploring Seattle’s restaurant scene, traveling with friends, and reading.
colby wood
account manager
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
senior account executive + digital lead
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.
martina povolo
account executive
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
account executive
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.
Jamie Paxton
Communications Assistant
jamie@paxsonfay.com
Growing up in the Bay Area, Jamie made her way to the Pacific Northwest to attend the University of Washington, where she graduated with a bachelor's degree in Communications and Psychology. Jamie first joined the Paxson Fay team as an intern during her senior year at the University of Washington and is excited to continue her journey with the team as a Communications Assistant. With a passion for writing and social media, Jamie is excited to bring her creativity and unique perspective to the role. Outside of work, you can find Jamie exploring local restaurants or picking up a good book.
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.
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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
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clients
Here is a little taste of who we love to work with and what we love to do.
