Our Team

We’ve packed away the cookie cutters.

We tackle every project with a fresh eye and exhaustive energy, and assemble the team of brand creators and builders that mirrors exactly what you need to accomplish your objectives. Our clients know that we are truly their partners, and we all hold authenticity, transparency and flexibility very dear.

Kathy Fried
Managing Partner

Kathy has always wanted to be in the CIA but she decided to follow an equally dangerous and intriguing path: marketing. For more than 25 years, she’s worked side-by-side with clients, identifying their challenges, determining executable goals and the effective positioning strategies to meet them, and holding hands when needed or requested. This is just a sample of the industries she’s worked with: academic and cultural institutions, economic development, financial services, healthcare and social service, manufacturing, professional services, retail and hospitality, and real estate development. (If you don’t see your industry listed, there’s still a 99% chance she has experience in it.)

Kathy’s combined passion for both strategic thinking and aesthetic integrity drives every project, and she directs and manages the creative development and implementation of solutions, while deftly maintaining control over budgets and schedules. She holds a BA in Economics and International Relations from The University of Pennsylvania, and an MBA from the Sellinger School of Business at Loyola University Maryland (formerly Loyola College). In what little spare time she has, you’ll find Kathy outdoors, spectating at her children’s schools, volunteering time and expertise, in the kitchen or on her sofa wielding knitting needles as if they were nunchucks.

Scott Rasmussen
Executive Creative Director

Scott believes the best way to motivate consumers to do something – whether it's changing an attitude, using a product or service, engaging with a Web site, or joining a cause – is to make them feel something.

A copywriter by trade, Scott loves the challenge of creating brands, advertising and marketing communications that are both strategically laser focused and emotionally resonant. In his 30-year career he has split his time fairly equally among consumer, business-to-business, and direct response marketing, and has created award-winning campaigns in all media.

Scott's creative has marketed health plans to families, breast care to women, Medicare options to seniors, socially responsible mutual funds to investors, playground equipment to parks and rec departments, master's degrees to working adults, wind-generated electricity to homeowners, and more. Much more.

Scott has been creative director at many leading advertising agencies in the Baltimore area, including Siquis Ltd., Crosby Marketing, Carton Donofrio, and Doner. He was also a creative director at Temerlin McClain in Dallas. He graduated from Syracuse University, where he learned how to think, how to write, and how to shiver.

Bob Lindler
Creative Director and Designer
Bob will climb mountains to satisfy clients and colleagues, ensuring every creative solution is results-driven. (He’s an avid outdoorsman so he knows his way around formidable nature-type things.) Since The Lindler Fried Design Group days, he’s developed and guided design of integrated marketing materials for clients in the corporate, institutional and non-profit sectors, including schools and universities, health care and social service, real estate development, financial services and manufacturing.

The hallmark of his work is the effective use of simple, elegant and compelling graphics—a style that belies his easygoing exterior. Bob holds a degree from Portland School of Art, Maine, and enjoys mentoring budding marketers, fishing, hunting, hiking, gardening and scooping up spiders he finds in his house and placing them gently outside.

Allan Craig
Brand Architect

Allan has spent his entire career, spanning some 30 years, around brand marketing in both graphic design and print production (and has known and worked with one Kathy Fried for virtually every one of those years). Before being softly catapulted into the LFg Partners+ family, Allan was president of the healthcare division for Strine, one of the largest independent print manufacturing companies on the East Coast. Allan’s experience also includes extensive work for notable names in private secondary and higher education, finance, professional and philanthropic associations as well as strategic business development around supply chain solutions and shopper marketing insights for several top consumer brands.

One of Allan’s passions is environmental stewardship, and as a result, he’s also involved in marketing and sales for a sustainable packaging start-up working to develop innovative new products designed to replace harmful wax-coated corrugated materials. He also likes spending his time on a few other green things—golf courses and tennis courts.

Jennifer McGinnis
Project Manager

Peanut butter-craving, espresso-sipping Jennifer has extensive experience with client relationships, print production and project management for a wide range of industries. As the backbone of LFg Partners+ day-to-day operations, she ensures that projects meet strategy objectives on time and within budget. Her enthusiasm, attention to detail, and keen sense of organization—aka “bossiness” (her words)—makes her an asset to every project and project team.

Jennifer is a graduate of the University of Baltimore with a degree in Corporate Communications. Where you’ll find her outside of LFg is on a bike path, in NYC, at the beach, or out on the links watching her son, Finn, annihilate other people’s children in golf tournaments.

Josephine Bergin
Brand Builder and Designer

After gaining experience in publication, advertising, in-house, and design studio settings, Josephine Bergin founded her freelance design consultancy in 2003. Her clients include Johns Hopkins Medicine, CentroNía, the American Association for Marital and Family Therapists, and the University of Maryland Medical School. Projects range from identity to annual report design to magazine design. Josephine received an MA in publications design from the University of Baltimore. She has taught as an adjunct professor at UMBC and at Boston University CDIA, and has been featured in Print Magazine. She resides in Baltimore, MD with her husband and twins.

John DeMichael
Art Director and Brand Builder

John has more than 20 years of design experience, ranging from traditional print and branding, to website development and online interactive promotions. Energetic, enthusiastic and extremely detailed, John’s can-and-will-do attitude is a tremendous benefit for every project. Equally skilled in both print and digital, he has worked directly with top national brands and clients, developing and executing creative to meet dynamic goals and objectives, efficiently and with precision. In addition to his digital expertise, John has an extensive background in print collateral for corporate and non-profit clients, and a strong technical understanding of print production.

John holds design degrees from the Art Institute of Pittsburgh, and Edinboro University of Pennsylvania, and has also studied at the Design Workshop at Kent State University.

Carey Mednick
Ignoring her 12th grade English teacher’s pleas, Carey decided to pursue a career in graphic design but finally found her calling as a writer, and has created compelling campaigns for everything from barbecue potato chips to major medical institutions for more than 20 years. Having served on both the agency and client side, she brings a unique perspective of the challenges and differences of both (along with a personality also diplomatically described as “unique”).

A winner of multiple ADDY awards (including a National Gold award), Carey’s work has been featured in Communications Arts, Advertising Age and PRINT. She holds a degree in Visual Communications from Towson University and in her spare time enjoys testing the patience of her husband and son.