Our Leadership Methodology
Penny Moore and James Moore are the husband-and-wife co-founders of Tenderling, a strategic branding and design firm they have successfully built and led together since 2009. Over more than a decade of running a thriving creative business as both life partners and business partners, they’ve navigated the highs, lows, and in-betweens of partnership with a rare combination of clarity, respect, humor, and shared purpose.
Their approach is rooted in complementary strengths—Penny as the strategic leader, fast moving and big picture thinker, and James as the calm, precise half with a hands-on mentorship style. Together, they’ve guided global brands, CEOs, and family ventures through transformations that blend big-picture strategy with beautiful, intentional dialogue.
What makes them uniquely qualified to coach and lead other business partners is not only their professional track record but their lived experience. They have had every conversation, faced every conflict, and celebrated every win that comes with sharing both a company and a home. They understand how to balance differing perspectives, maintain mutual respect under pressure, and grow together without losing individuality—all essential skills for any duo, in any industry, anywhere in the world.
Penny and James bring this hard-won wisdom, along with their signature warmth and candid style, to Business Duos, offering practical guidance and a living example of how two people can build something remarkable—together.
Meet The Authors Penny Moore
The woman at the helm who always has a plan, Penny leverages her expertise in research, strategy, branding, and business guidance to transform brands into powerful, results-driven solutions. She effortlessly navigates between overarching client goals and the intricate details that make a brand exceptional, overseeing brand strategy and creative direction while honoring each client’s unique story. Penny’s commitment to putting clients first, combined with her problem-solving strengths, consistently propels our clients and the Tenderling team forward.
Founding Tenderling in 2009 with her husband James W. Moore, Penny has spent the past 15 years growing the studio into a full-service creative agency. For the last 25 years, her leadership has grown global brands and boutiques alike, with deep knowledge of the hospitality and multifamily markets. The agency actively collaborates with clients such as Hilton, Fairmont, and Greystar, across the US and the Caribbean.
Meet The Authors James W Moore
James stands as the guiding light of our company, embodying a rare combination of creative brilliance, exceptional design expertise and steady leadership that shapes every Tenderling project. His impressive 30-year journey has honed his unshakeable demeanor and adaptable problem-solving skills, consistently elevating our work to new heights. His talent has been consistently acknowledged with design awards from prestigious organizations like the Type Directors Club, Art Directors Club, and the Society for Environmental Graphic Design for decades.
He joined Penny as Creative Director at Tenderling in 2009, where his expert guidance has been instrumental in producing award-winning creative work for numerous clients. His profound impact on hospitality brands like Hilton, Hyatt, Fairmont and Viceroy is a testament to his skill and vision. While James may seem reserved, he never hesitates to share his valuable insights. He constantly strives to push the creative output of our team to be better than our last work.
