RelationshipOps of the Week #13.

Laureen Moyal.

I’m a big-time foodie and enjoy almost any kind of cuisine that’s put on the dining table… Chinese, Indian, Mexican, Korean, and more. Which is why Paperwhite caught my eye. And at the center of the design studio is… 

… Laureen Moyal.

Laureen is a partner and creative director of Paperwhite, a New York-based design studio that helps food and hospitality brands define their voice, clarify their vision, and package their products with authenticity and style.

The studio’s output isn’t just visually compelling… it captures the flavor of the brands behind it. Every menu, label, and concept feels grounded in story and culture.

So if you happen to walk into a beautifully branded restaurant, café, or hotel… where every detail feels right, you’re probably seeing the fingerprints of a studio like Paperwhite.

And what led us to this week’s series?

Because besides being a foodie, I’m also curious how she’s been leveraging existing relationships to grow Paperwhite over the past 17 years.

So… let’s go right into it.

Relationships That Influence Creative Work.

Leonard Chin: What’s an instance when a relationship led to a big win or a really great opportunity for your business?

Laureen Moyal:

“One of the most meaningful “wins” in my career did not come from a pitch or a portfolio piece. It came from a long-standing friendship. Two friends I had known for years went on to open what ultimately became a series of hugely successful restaurants. They brought us in early, trusted our vision, and let Paperwhite help build the brands from the ground up.

What grew out of that collaboration was not just a collection of beautiful projects. It was the foundation for the kind of work we have become known for: strategy led, hospitality rooted, and built with people we truly care about. That friendship turned into multiple openings, press, momentum, and a portfolio that opened doors far beyond what any single introduction could have done.

It also reinforced something I now know to be true: when you build relationships with people whose values and taste you genuinely admire, the creative work becomes deeper, braver, and far more impactful.”

Consistency Over Structure.

Leonard Chin: What's your daily/weekly routine for maintaining relationships that help your business?

Laureen Moyal:

“It is less of a formal routine and more of a rhythm. Small, consistent touchpoints keep relationships warm without feeling transactional.

• I check in with current clients regularly, even when there is no deliverable due. A quick note or a small update keeps things human.

• I keep a running list of people I want to stay connected with, including collaborators, past clients, designers, founders, and friends. Each week I (try to!) reach out to a few.

• I champion the people in my orbit. Sharing their launches, their openings, and their wins feels natural to me and supports the ecosystem we are all part of.

• I try to meet someone new each month, usually through a warm introduction. Nothing forced, just expanding the circle with people who inspire me.

And because I am running a studio, raising kids, and project managing a home build at the same time, a lot of this happens in tiny pockets of the day: between calls, at ballet drop off, on a walk. Consistency matters more than structure.”

Not a Networking Strategy.

Leonard Chin: What tips would you give to your younger self around relationships and how they impact business?

Laureen Moyal:

“I would say:

• Don't underestimate how much relationships matter. Talent will get you far, but trust will get you further. People want to work with people who make them feel seen and supported.

• Invest in the good ones. The clients who respect your thinking, the collaborators who elevate the work, and the mentors who push you are worth nurturing.

• Say yes to the coffee. Even when you are busy. Many of the opportunities that have shaped Paperwhite began as a casual conversation.

• Play the long game. Today’s collaborator might be tomorrow’s client. A kind gesture can turn into a major project years later.

• Lead with generosity. Share advice, make introductions, and give credit freely. It all comes back around in ways you cannot predict.

If I have learned anything over 17 years, it is that relationships are not a networking strategy. They are the ecosystem that allows your business to grow with you: steadily, sustainably, and with the right people by your side.”

Key Takeaways.

I agree with Laureen Moyal that when we work on projects for people we like, we tend to be more creative and put in more effort into it… sometimes it doesn’t even feel like work at all. 

It reminds me of the times I struggled with copy because I just can’t connect with the people behind the brand, but often reach flow states for the people I’ve built great relationships with behind the scenes.

To conclude this piece, here are the few key takeaways:

• Start with trust. Laureen’s earliest wins came from friendships rooted in mutual respect, which opened doors far beyond any pitch deck.

• Keep it human. She favors small, consistent touchpoints over rigid routines… checking in, sharing wins, and making space for real connection.

• Play the long game. Whether it’s saying yes to a coffee or making a warm intro, she believes generosity always finds its way back.

That’s all for now.

If you're open to sharing your experiences in one of our future articles… or know of someone who is, feel free to drop me an email here.

Author.

Leonard Chin
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