Laurie Pannell

Co-founder & Partner

Laurie is an artistic mind, a creative heart, and a whimsical soul with a recognizable bright and colorful aesthetic. She cofounded FMS in 2004 to help banks discover and create their brand personality. A middle sister, she’s a born listener, which certainly comes in handy while translating bank-speak into authentic brand language. Collaborating with the FMS creative team, Laurie leads with optimism, writes stories, defines brand parameters, confers on color palettes, advises on grammar conundrums, weighs in on subtle brand nuances, and refines the brand personality as a whole. Basically, she has the best job ever. Aligned with her introversion, she’s a writer and artist who loves creating, traveling, painting, reading, shopping, and enjoying her family.

RANDOM STATS ABOUT Laurie

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The number of times Laurie typically goes to Anthropologie per month.

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The number of minutes Laurie typically wakes up before Pannell

Connect with Laurie

A few things you didn’t know about Laurie:

It’s like a build-a-bear workshop. I have ideas all day and churn out the work.

Calgon, take me away.

Only one? My mother’s recipes.

Something beautiful from Anthropologie.

Purple. I cannot abide by any shade of grape. I make an exception with lavender, aubergine, eggplant and lilac.

I dislike swearing; it makes me crazy. Use the King’s English. I don’t like phrases like “no worries” and “lol;” that’s never what I’m thinking.

I make a mean biscuit.

Sometimes, I’m afraid I’ll arrive to find that Clark has taken a job with Pixar.

My mom and dad did everything right. I’ve spent the rest of my life trying to recreate every little moment for myself, my kids, my grandkids, and just everyone.

Outer space.