People

We love what we do, and do it well

With decades of business and design experience, our team enjoys the opportunity to share knowledge and establish long-term client relationships based on trust, mutual respect, and performance. We venture outside the box, keep an open mind, are energized by collaborative ideation, and have a passion for continuous improvement. And we always try to have fun while getting the work done. The Linchpin network includes business executives, branding experts, designers, educators, creative writers, and agency veterans. Our aspiration is to delight clients and challenge the status quo.


David Robertson
Founder & Principal

David Robertson delivers a unique blend of creative thinking, analytical, and organizational skills to initiate and activate solutions. With two decades of experience and proven results, David has been a key strategic and tactical contributor, driving achievements of the highest business priority for brand growth, marketing and sales, product/service innovation, communications, operational efficiency, continuous improvement, and organizational transformation. He has consistently demonstrated his integrity, adaptability, resilience, and “can-do” attitude in building teams and systems for responding to business challenges and opportunities. As a catalyst for growth with a creative spirit, David strives to make a difference and move it forward.

David was recognized as a Rochester Business Journal “Forty Under 40” honoree based on professional achievements and community volunteer leadership. David is a member of the American Heart Association Board of Directors, Rochester Region and PRALID, a regional nonprofit helping individuals with disabilities. In addition, he is an active volunteer and donor to the Rochester Advertising Council, United Way, George Eastman House, and Honor Flight. David’s passions include food, travel, photography, history, and classic cars.

Education & Certifications

  • Certified Project Management Professional
  • Certified Lean Six Sigma Green Belt
  • BS, Business Management and Marketing
  • BS, Photographic & Digital Communications

Professional Associations

  • American Marketing Association
  • Project Management Institute
  • World Research Group Conference Advisory Board

Selected Speaking Engagements

  • New Product Innovation, Design & Development conference: featured speaker, “Incremental Innovation”
  • Health 2.0 conference; panel moderator and featured speaker, “Enhancing the Web Experience”
  • New Product Innovation, Design & Development conference; event Chair and featured speaker, “Bringing a Concept to Market”
  • World Health Care Congress; invited speaker and member of advisory panel
  • New Product Innovation, Design & Development conference; featured speaker, “Innovation: Vision, People & Process”

The Network


Our network of experts and specialists includes active business executives, agency veterans, PhDs in research, award-winning designers, leadership coaches, Lean Six Sigma belts, change agents, and thought leaders that are influencing the future. The value of the Linchpin network is the flexibility to assemble the right expertise and talent based on specific client needs and project requirements. This approach provides the ability for flexible staffing and the freedom to collaborate with “best-in-class” specialists while avoiding the administrative overhead of large “one-stop” agencies and the uncertainties about talent experience and expertise.

Members of the network are featured speakers at industry conferences, educators, webinar hosts, and roundtable facilitators for knowledge-sharing and debate. These forums help us to continually bring the latest innovative thinking and practical knowledge to our work, and help our clients build their own networks and learning.

Identity Design, Content Development

Since graduating with honors from Kent State University with a BFA in graphic design and illustration, Kurt has worked as an art director, graphic designer, and creative supervisor for the past 20 years, and serves as an adjunct professor at RIT, where he mentors young designers.

Working with advertising agencies and direct clients, Kurt has been involved in the development and creative implementation of repositioning, rebranding, and newly branded programs for regional, national, and global brands. He combines a designer’s eye with the brand savvy of a business executive to develop targeted yet emotive brand identities and communications programs.

Kurt has developed and authored many brand identity guideline programs for companies such as Eastman Kodak, Carestream, and Linchpin Strategy. His explanatory illustrations were also featured in a neurology textbook for first-year medical students.

Kurt has received numerous design awards from Print Magazine, Graphis International, the ADDY competitions, Strathmore Paper, and Graphic Design USA. He has received Best of Show awards both locally and internationally (International Brand Awards). He has been a member of American Institute of Graphic Artists, Rochester Advertising Federation, and Graphic Artists Guild.

Digital Strategy, Web Design 

The founder and principal of Wondrack Design, James is a graduate of Rochester Institute of Technology, where he earned a BFA in industrial design. James is responsible for setting measurable design strategies and directing design for such site as FirstNiagara.com, NextStepU.com and BackToLearn.com, and retail clients such as AT&T, The Kahlúa Company, Empire Brewing of Brooklyn, The Maccallan Distillers, PBS Kids, and Wegmans Food Markets.

James’ work has been recognized by the following award shows and contests: PRism Awards, numerous ADDYs, Rochester Business Journal’s Best of the Web Best of Category and Overall Bronze Medal Winner, University & College Designers Associations of Excellence, Rochester Club of Printing House Craftsmen Award, American Corporate Identity Selection, and AIGA Upstate NY Best of Show, among others.

James is President emeritus of the Upstate New York chapter of AIGA, the association for design. He is
a regular lecturer and taught Advanced Information Design and Corporate Design classes at RIT. James also coauthored the instructional book PhotoshopIQ.

Brand Strategy, Writing

The founder and principal of Flour Creative, Joe is a graduate of New York University, where he earned a BFA in media production. Joe has worked as a copywriter and strategist—on staff and on contract—for some terrific agencies and businesses in Seattle, London, and New York, helping clients of all shapes and sizes successfully bring communication strategies to life through words, voice development, brand personalities, names, and taglines. Recently, Joe was the senior writer at the internal design studio of Getty Images, where he was responsible for integrating the voice and positioning of a new brand, and led writing efforts for the company’s customer-facing marketing campaigns. When Joe’s not pursuing the good work with brands like American Express, Madison Square Garden, and the Port of Seattle, he’s usually hanging out with his kids. Or making a cocktail. Or making them mix him one.

Education & Certifications

  • BFA, Film, Television, and Radio

Professional Associations

  • Rochester Advertising Foundation