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advancing equity

Co-designing Community
brand, communications culture development & iterative capacity building

We'll meet you where you're at.

Whether you want to revitalize your brand, incrementally improve your existing digital presence or need to transform your internal & external communications from the ground up—we'll listen like your closest friend and nerd out to get the job done.

our values | our principles | our origin story

Our Team

Andrew Goldsworthy

Andrew Goldsworthy

(he/him) / Director of Client Success & Growth, Co-founder

Andrew has over 20 years experience in user interface and digital marketing and fundraising strategies for social entrepreneurs and nonprofits. He is passionate about co-designing strategies to leverage technology and communications to build capacity and impact with mission-driven organizations. He's also an avid outdoorsman. Frequently camping, skiing, fishing and fending off mosquitos.

Andrew Goldsworthy on LinkedIn Andrew Goldsworthy on Twitter
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Anjali Mehta

(she/her) / Director of People & Operations

Anjali brings over 10 years of nonprofit experience to rootid. In her time, she has built fundraising programs and internal organizational culture with equity in mind. In her work, she employs cross-collaboration, active listening, and problem-solving action. Often in her work, she references Tema Okun's White Supremacy Culture article to ensure harmful behaviors are not being perpetuated.

Anjali has a degree in Global Economics with an emphasis on Southeast Asian Economies from the University of California - Santa Cruz. In her spare time, you can find her trying a new recipe, gardening, listening to a great podcast, reading a book, or planning the next great adventure.

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Bob Gourley

(he/him) / Senior Web Developer

Bob Gourley started in digital media by moving his music 'zine Chaos Control online in 1993. This soon led to design and development work with music industry clients as they entered the then-emerging online world. Having shifted his focus to nonprofits, Bob strives to balance creative and technical needs and challenges, working collaboratively to find the best approach for a project. He is constantly on the lookout for new techniques and technologies to add to his toolset. Bob continues to do band/musician interviews for Chaos Control and other online publications when opportunities arise.

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Photo of Grace Yee, asian woman with should length black hair wearing a mustard yellow shirt, smiling against a mostly white background

Grace Yee

(she/her) / Graphic Designer

Grace is a graphic designer who works primarily with local small businesses and nonprofits in San Francisco. She is simultaneously big picture-oriented and analytical and has worked in corporate, agency, freelance, and non-profit/cooperative settings. In her free time, she enjoys roller skating, gardening, photography, and making funny videos of her cat for the Gram. Grace finds inspiration in nature, music, and meaningful work that serves the greater good.

LinkedIn Profile
Ian Madrigal headshot wearing a black sweater, white tshirt and glasses

Ian Madrigal

(they/he) / Communications Strategist & Facilitator

Ian Madrigal is the creative strategist best known for their viral Monopoly Man appearances in Congress, shaming DHS Secretary Kirstjen Nielsen out of a Mexican restaurant over the child separation policy, and the literal "troll" of Mark Zuckerberg. A graduate of UCLA Law’s Critical Race Studies program, Ian is also an attorney, organizer, filmmaker, and writer who has led national movements fighting corporate power through a racial justice lens. Their activism has been profiled in the New York Times, Washington Post, HBO, the Today Show, Fox News, NPR, and many more.
Jason Mickela Drupal Programmer

Jason Mickela

(he/him) / Director of Technology, Co-founder

Jason Mickela has been a software developer for over 14 years working on enterprise level solutions for universities, banks and a Fortune 500 companies. Jason most recently comes from the University of Berkeley, working to build online solutions that boosted enrollment and programmatic marketing efforts. Though he focuses on Drupal, Wordpress and Django development, he knows 10+ programming languages and is always game to take on new challenges.
Mabel Colón Rootid Jr. UX Designer

Mabel Colón

(she/her) / Experience & Service Designer

Mabel is a UX & Service designer. She has worked in nonprofits offering opportunities and collaborating with community members to make important life decisions. While looking for strategic ways to solve problems, she fell in love with UX design. She enjoys that magic spot where open-minded collaboration and creativity fills a real and practical need. In her free time she enjoys baking, dancing and good tv.
Marcus Cinque Harris headshot wearing a navy sport coat and white button up shirt

Marcus Cinque Harris

(he/him) / Director of Projects

Marcus Cinque Harris is a professional creative & project manager with over a decade of experience engaging diverse communities and connecting people as an entrepreneurial artist & communications specialist. Marcus is a skilled strategist in managing teams, producing high-quality content, and facilitating campaigns. His projects creating impactful media by bridging art & activism have been acclaimed by AFROPUNK, NPR's Colorlines, and Complex magazine. An avid sports fan, coffee lover, and self-proclaimed "Afrofuturist", Marcus believes in working to build a better future by honoring the past.
Soy Pak-Krisher Design Director wearing a black sweater against a white background

Soy Pak-Krisher

(she/her) / Director of Design

Soy Pak-Krisher has been an art director/designer for branding and interactive for the past 18 years. She comes to Rootid with extensive experience in the corporate, entertainment, fashion and non-profit sectors, specializing in beautiful and usable interfaces. Soy has her MFA in Design and Technology as well as her Equity, Inclusion, and Social Justice in Design certificate from Parsons School of Design and her BS in Environmental Design from University California, Davis. When not nailing deadlines and working hard whilst having fun, Soy can be found bellydancing, cooking or studying Kung Fu.
Val Neumark Mickela - director of strategic initiatives & education, founder, headshot

Val Neumark

(she/they) / Director of Strategy, Co-founder

Val is a brand strategist, educator, facilitator and coach focused on co-designing more relational communications strategies to transform our systems. Through partnerships and collaborations, Val hopes these anti-racist, anti-oppressive spaces and tools will more effectively facilitate connection, strategic-thinking, community building and sustainable growth for non-profits and social impact organizations.

Val has a Bachelor's Degree in Visual Arts & Media from University of California, San Diego, a Master's Degree in Education from Pepperdine University, and was a 2016 recipient of Pepperdine University's inaugural 40 under 40 Award. In their free time Val plays soccer, loves to hike, and both read and practice karate with their kid.

Valerie Neumark Mickela on LinkedIn Valerie Neumark Mickela on Twitter

Our Clients Influence Local, National & Global Change

How We Can Help

Full-service brand, marketing & communications in partnership with local & global changemakers in order to advance equity, strengthen communities & deepen impact.