Meet Gina Gerken: First Employee and Design Pioneer

Since 1999, Gina Gerken has been a cornerstone of Guide Studio, shaping the company’s creative identity and helping clients bring their visions to life. As the first employee hired by Guide Studio’s founder, Rachel Downey, Gina has been integral to the company’s evolution from its early days as a startup to its position today as a trusted partner for communities nationwide.

Creating Connection Through Design

Gina began her journey with Guide Studio fresh out of college, drawn to Rachel Downey’s vision for her young company. Starting as a designer working on logos and brand work, she quickly discovered her passion for blending creativity with strategy. Over time, Gina helped refine the company’s approach, balancing artistic ingenuity with practical solutions that resonate with both clients and their communities.

“I love working with communities because the people we collaborate with are deeply committed to their work,” Gina shares. “They’re juggling so much to support an entire community. Knowing our designs truly help them is incredibly rewarding.”

Her ability to connect with clients and guide them through the creative process has become a hallmark of her work. Gina is particularly proud of how Guide Studio has successfully integrated branding with environmental graphic design (EGD), a vision that took years to realize. “We always knew the connection between brand and EGD was strong,” she says. “It’s so fulfilling to see communities embracing both aspects of what we offer.”

Creative Highlights

Among her many accomplishments, Gina holds fond memories of projects like University Heights, OH, and Kaukauna, WI. University Heights offered the satisfaction of close collaboration with a local client, while Kaukauna allowed Gina to explore her love of illustration, creating whimsical icons and event branding that captured the spirit of the community. “Seeing our work embraced and celebrated by clients and their communities is the ultimate reward,” she reflects.

Rooted in Creativity and Curiosity

Outside of work, Gina’s creative passions flourish in her garden, where she grows heirloom tomatoes using seeds passed down from her grandfather for over 30 years. She’s also an avid traveler and collector of mid-century modern treasures and tiki mugs, drawing inspiration from diverse cultures and environments.

For Gina, these hobbies are more than pastimes—they’re a source of mental clarity and creative energy. “Traveling and being out in nature helps me think more creatively,” she explains. “Sometimes the best ideas come when you least expect them.”

Gina is quick to credit her team at Guide Studio for fostering a culture of openness and constant improvement. “We’re all about creating awesomeness together, setting egos aside, and striving to be better and better,” she says. This collaborative spirit and Gina’s thoughtful approach have helped Guide Studio build lasting relationships with clients and partners alike.

Looking Ahead

As she envisions the future of Guide Studio, Gina sees the company continuing to grow thoughtfully, meeting the ever-evolving needs of its clients while preserving the intimate, collaborative culture that makes it unique. “It’s important to stay true to our values while staying adaptable to new challenges,” she says.

For Gina, Guide Studio is more than a workplace—it’s a community of passionate individuals dedicated to making a difference. Her journey is a testament to the power of creativity, connection, and commitment.