Who We Are

ChangeUp was born from a simple, compelling vision: to bring together people with an insatiable passion for retail and provide a level of service distinct in the industry. We listen, we collaborate, yet we are provocative—challenging the status-quo to bring forward innovative ideas to build exciting, profitable retail experiences for the shopper. Retail design is always evolving, blending bricks and mortar with new technologies, and we seek to lead in raising the bar versus following the pack.

  • Lee has been immersed in the world of retail and strategy for over 30 years. He founded Design Forum and in 2002, it became part of Interbrand. After nearly a decade as CEO of Interbrand North America, Lee stepped away from his position to found ChangeUp. Now he can concentrate on the single most important action behind successful innovation and sales growth: connecting companies to their customers.

    Lee Carpenter

  • With a passion for all things retail, Lynn leads ChangeUp’s growth and innovation initiatives. She has run a startup business, worked for one of the largest branding agencies and worked at retailers such as Kroger and Limited Brands. She loves to strategize with clients and the team to ensure that we provide great creative innovation that delivers results.

    Lynn Gonsior

  • Bill’s broad experience includes helping Fortune 100 clients succeed as both a strategy and design leader. Whether developing new retail concepts, or integrating new digital and mobile experiences, Bill has worked with Home Depot, AT&T, P&G, Dunkin’ Donuts, and John Deere, using insight-driven strategy and creativity to imagine winning ideas and bring them to life.

    Bill Chidley

  • Jim leads the LA office and is responsible for all of our West Coast clients. He has been immersed in the design, operations, and customer experience of the automotive and retail industries for two decades and is intimate with what matters most to customers. His leadership, and creative approach to problem solving make him a natural.

    Jim Williamson

  • Providing strategic creative leadership for projects, is what drives Jamie. She is passionate about working with our multi-disciplinary team to create consumer experiences that delight, inspire, and raise the bar. Innovating across categories, Jamie has spearheaded creative work for P&G, La-Z-Boy, Mazda, Escents, and Target.

    Jamie Cornelius

  • Ryan is responsible for providing creative leadership and inspiration. He leads a multi-disciplinary team through all aspects of the design process, providing passion and vision toward innovative and differentiated experiences. Before coming to ChangeUp, Ryan worked for Interbrand as Executive Creative Director of the Retail practice, and Executive Creative Director at Aveda.

    Ryan Brazelton

  • As head of our Architecture and Engineering practice, Glen ensures that our clients’ visions become realities by bridging the gap between design and the physical store. His more than 30 years of experience in architectural design, detailing, construction documentation and construction administration for brands such as Starbucks, Trek, Chase, and T-Mobile, ensures that clients projects are on time and within their budget.

    Glen Middleton

  • Andrew’s experience in the tech industry, helping companies adapt to the changing MarTech and AdTech landscape enables him to bring a unique perspective to all of our projects. He is passionate about building relationships with prospects, clients and partners to develop solutions that are centered around facilitating an optimized customer experience.

    Andrew Carpenter

  • Caitlin is dedicated to creating tailored solutions to address clients unique challenges and opportunities. Her experience in strategy and creative across a breadth of categories and continents has included clients such as: Target, American Girl, ExxonMobil, The Container Store, and Lowe’s. She has a true love for retail and working with brands to build their business.

    Caitlin Neyer

We create retail experiences that people love.