We are


Our Name. Our Promise.

We deliver results-driven branding and graphic design services that connect companies to their customers with equal parts style and smarts. Successful brand design is an incredibly powerful form of communication. The best creative work triggers viewers to sense, and connect with, what’s being expressed—beyond what they see. It’s our passion, demonstrated by a portfolio of work that spans three decades.

Every design challenge is an opportunity to innovate. Our design team stays on top of the latest technologies to bring forward the best and brightest ideas for consideration. Your business objectives are always top of mind throughout the project. Our ability to deliver complete brand solutions fosters marketing synergies that reach beyond the expected.

Powered by a talented team


Caroline Scull

Creative Director

Caroline cofounded Effective Design with her husband Michael Scull in 1981. As branding specialist and creative director for the firm, she has been a sought-after hospitality and real estate branding and marketing consultant for more than 25 years and fluctuating market cycles, winning more than a dozen national awards for real estate marketing.

She came by her talent for exhibit and signage design honestly: Caroline’s grandfather was a designer at Epcon, which created such iconic Seattle signs as the Pink Elephant Car Wash and Seattle Post-Intelligencer globe. Honoring her innovative design roots, today, she balances that legacy by embracing trending technology.

When not creating in the studio, Caroline volunteers for the Boy Scouts of America and Special Olympics. In addition, she counts among her eclectic interests historic architecture, vintage collecting, urban farming, and cooking but the true path to her heart is paved in slices of apple pie and glasses of fine red wine.


Michael Scull

Managing Partner

As managing director of Effective Design, Michael is responsible for account management, project estimating, budget development and long-term planning and vision. Prior to cofounding Effective Design, his exceptional management and customer service experience was honed at Nordstrom, where he was a systems analyst for 16 years.

When not strategizing in the office, Michael can be found fishing, camping, cooking, experimenting with mixology and woodworking. He is also an active volunteer for Boy Scouts of America and Special Olympics, and periodically indulges in his three great guilty pleasures: Red Vines, Mai Tais, and Chinese food. However, he would rather not try skydiving again. Ever.


Janice Bernache

Studio & Operations Manager

Janice wears many hats at Effective Design: operations manager, project manager, account manager, and bookkeeper. Highly organized and results-driven with a keen eye for design, Janice has 14+ years of professional experience in digital media, graduating from the Rhode Island School of Design with a B.F.A. in film and video. Of her ability to balance the big picture with the small details, she says, “I love to make things work efficiently: a complex project, a creative studio, or a visual design. I believe great design, good planning, and the ability to be agile are the key elements to any success.”

Known at Effective Design as the office ninja for her stealth organizational skills, when not designing, she enjoys painting, camping, trail running, and hiking. Her guilty pleasures are strong coffee, chocolate dark as night, and paper stores.


Lisa Walters

Senior Designer

A graduate of Cornish College of the Arts, Lisa has more than 11 years of professional experience in graphic design and illustration, and draws her inspiration from her muses: Mexican folk art and the artist Frieda Kahlo.

Although she was born and raised on a wheat farm in rural Montana, Lisa has lived in the city for 17 years, so she considers herself a true Seattlelite. When not designing for clients, Lisa can be found exploring the world through painting or travel, cooking in the kitchen (preferably something with bacon) or cultivating in the garden, and practicing the downward dog in the yoga studio or collecting Mexican knick-knacks. On her bucket list is a sailing trip around the world.


Jamie Pearson


A graduate of Herron School of Art and Design in Indianapolis, Indiana, with a degree in Visual Communications, Jamie’s love of all things creative started at an early age. She first got a taste for design in middle school, using Dreamweaver to make basic websites in her spare time. Her career as a designer has spanned a wide variety of avenues, including work for celebrities, the financial and tech industries, and a prestige cosmetics brand.

When not designing for clients, Jamie enjoys a good book, a hard cider, and spending time at the nearest beach with her husband. Her guilty pleasures include napping away the weekend and any show that’s part of the Real Housewives franchise. One of her life goals is to own a grumble of pugs.