Margot Bloomstein is the principal of Appropriate, Inc., a brand and content strategy consultancy, and a partner in Loupe Collective. She is the author of Trustworthy: How the Smartest Brands Beat Cynicism and Bridge the Trust Gap and the industry mainstay Content Strategy at Work. Over the past 20 years, she has led content strategy efforts for the American Montessori Society, American Veterinary Medical Association, Harvard University, Lindt and Sprüngli, Lovehoney, Mailchimp, Peterson’s, Sallie Mae, and Timberland. She developed the popular message architecture-driven approach to content strategy and created BrandSort, a tool embraced by brands to clarify their communication goals. Margot teaches in the content strategy graduate program at FH Joanneum University in Austria and speaks around the world about brand-driven content strategy and designing for trust.

Greg Storey is a partner in Loupe Collective, where he brings a wealth of experience and wisdom to his work as a founder, adviser, and leader gained through 25 years of experience in the industry. His work with agencies, medium-sized companies, and enterprise organizations like IBM, USAA, InVision, Stanford University, Sundance Film Festival, AMC Theatres, and BBVA Compass has given him a unique and valuable perspective on what makes design successful in a variety of conditions. He's a willing collaborator ready to partner across teams and loves to break down silos and build people and teams. Greg is known for bringing unique perspectives to problems that help get teams unstuck.