Meet Lookout
Nice to meet you! I’m Holly Macfee, founder and principal at Lookout, a destination, hospitality and culinary branding and marketing consultancy based in Portland, Oregon. Lookout focuses on helping destinations and craft food, beverage and hospitality clients define their unique offerings and communicate that experience to the world through stand-out branding, strategic marketing planning and breakthrough campaigns. Our work includes both top names in tourism and hospitality as well as smaller, up and coming brands and destinations. Lookout works as a collaborative pulling together teams specific to each project from a wide reaching network of some of the finest creative talent anywhere.
Lookout’s deep experience in tourism and hospitality includes developing brands and recent websites for Travel Southern Oregon Coast (in partnership with Cardwell Creative), Explore Sisters, Rogue Valley Wine Country, Oregon Coast Icon the Stephanie Inn, Public Coast Brewing and Seaside, Oregon, among dozens of other destinations.
Prior to launching Lookout, Holly served as VP Marketing and VP Global Brand Strategy for Travel Oregon. During her 10-year tenure, she developed the Oregon Bounty culinary campaign, twice winning “Best National Tourism Campaign” from the US Travel Association (USTA), and the 7 Wonders of Oregon (alongside Andrew below), also winning “Best National Tourism Campaign” (USTA). Lookout’s Whiskey Run Campaign won “Best Partnership Award” at the 2023 Oregon Governor’s Conference on Tourism (OGCT 2023), and their giant traveling Oregon Pinot Noir bottle installation won the top prize at the 2019 OGCT for “Best Overall Campaign.”
Prior to Travel Oregon, Holly worked for 16 years around the globe for the Walt Disney Company. She began her Disney career as a copywriter and worked in Paris for 5 years as part of the grand opening team for Disneyland Paris. She moved into management roles with positions including Director, International Marketing and Sales, Disney Theme Parks, and Director, Brand Synergy, Walt Disney Studios. After having two kids, she and her husband Paul, a teacher and writer, took a leap of faith, left the mouse, and chose Oregon as the place to raise their family. They are still in love with Oregon’s eden of blueberry picking, Douglas Fir gazing, coast wandering, waterfall trekking and some of best food and drink in the country.
Say hello
Just call, text or email me.
I looking forward to talking with you!
503.830.6191
Andrew Dickson
WRITER • LOOKOUT
Andrew is a copywriter, creative strategist, performer and admired storyteller (hosting The Moth Radio Hour shows in Portland) who truly makes a brand’s voice sing. Dickson honed his craft at Wieden + Kennedy, running their experimental advertising school, 12, and working on big brands like Old Spice (yes, that campaign), Starbucks, Apple and creating the 7 Wonders of Oregon Campaign with Holly. Recent work with Lookout includes Seaside, Explore Sisters, Travel Southern Oregon Coast, Forest Grove and others.
Dani Guralnick
DESIGNER & ILLUSTRATOR • LOOKOUT
Dani has worked at several advertising agencies, including the legendary Wieden+Kennedy. There, she worked with such giants as Coca-Cola, Nike, Target, Starbucks, Travel Oregon and other brands, both large and small. After 10 years with W+K, Dani established her own design consultancy where her years of branding and marketing experience make collaboration with clients meaningful and easy. With Lookout, Dani has designed beautiful, stand-out brands for Seaside, Travel Southern Oregon Coast, Grants Pass, Sisters, the Oregon Wine Board and others.
Kristin Holder
PRODUCTION • LOOKOUT
Kristin Holder is a Production Management whiz, ensuring all the items created by our team -- from maps to apparel, packaging, ads, banners, trade show displays and everything in between -- are produced to the highest quality standards. She has served as a lead producer in the Wieden + Kennedy studio for 13 years, producing multi-channel campaigns for such clients as Expedia, Nike, Oregon Tourism, Travel Portland and more.
