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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

Val Neumark Mickela - director of strategic initiatives & education, founder, headshot

Val Neumark

(she/they) / Director of Strategy & Education, Founder

Val is a brand strategist, educator, facilitator and coach focused on using communications, design-thinking and technology as vehicles to advance equity. Through partnerships and collaborations, Val endeavors to co-design anti-racist, anti-oppressive spaces and tools that facilitate 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 and a Master's Degree in Education from Pepperdine University. A 2016 recipient of Pepperdine University's inaugural 40 under 40 Award, Val is also a current board member and DEIB liaison for Full Circle Fund. In their free time Val plays soccer, loves to hike, watch baseball and read Mia Mayhem books with their daughter.

Valerie Neumark Mickela on LinkedIn Valerie Neumark Mickela on Twitter
Andrew Goldsworthy

Andrew Goldsworthy

(he/him) / Director of Client Success & Growth, 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
Jason Mickela Drupal Programmer

Jason Mickela

(he/him) / Director of Technology, 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.
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 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.
Sia Magadan Headshot, Director of Community Engagement

Sia Magadan

(she/ella) Director of Community Engagement

Sia is a visionary leader, bridge builder, and problem solver. Sia strategically connects nouns (people, places & things) by leveraging resources and executing collaborations between corporations, district leaders, community alliances, and nonprofit organizations. A former classroom educator, Sia has dedicated her life to informing, inspiring, and equipping the under-resourced with the information, and competencies needed to create ‘a seat at the table’. Sia has a Bachelor's Degree in Communications from Bowie State University, a Master’s Degree in Journalism from Florida A&M University, and an MDiv from Oral Roberts University. Sia currently serves on the board of the Silicon Valley chapter of the AFP (Association for Fundraising Professionals; and is an Executive Board Member of the Oaktown Futbol Club. Sia is a new mom, and an avid collector of Golden Girls swag.
Marcus Cinque Harris headshot wearing a navy sport coat and white button up shirt

Marcus Cinque Harris

(he/him) / Senior Project & Operations Manager

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.
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.
Headshot of Bob Gourley against green bush or tree wearing a blue-gray button up shirt

Bob Gourley

(he/him) / 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.

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

Ian Madrigal

(they/them) / 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.
Carrie Butler, Rootid Designer

Carrie Butler

(she/her) / Designer & Copy Writer

Carrie is a graphic designer with a heart for non-profits. She’s also an inbound marketer, a small business owner, and an award-winning author with work featured in publications such as USA Today. When she’s not working, you can find her spending time outdoors with her rescue pup.

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.