Maclaren Latta is a collaborator who believes that impactful brands and successful strategies are grounded in actionable insights. She leverages her natural curiosity and 25+ years of professional experience to help clients better engage with their target audiences and achieve their business goals. Her expertise lies in uncovering the emotional and behavioral drivers that motivate audiences—allowing brands to make meaningful connections. 

After building her award-winning career across hospitality, tourism and consumer brands, Maclaren launched her consulting practice in 2016 and started Indigo West in 2025. Her career includes public relations and events for Big Sky Resort; eight years at a nationally recognized agency in Minneapolis, where she worked with Maytag, Jenn-Air, and Sleep Number; strategic planning and insights for the Montana Office of Tourism's agency of record; and helping to create the Think T+O Forum, a research panel of 1,500+ consumers passionate about travel and the outdoors. 

A University of Colorado graduate with a degree in economics, she taught consumer behavior at Montana State University's Jake Jabs College of Business and currently serves on its Hospitality Management and Culinary Arts Program advisory board.

Whitney Houser is a creative director and brand designer who builds identities rooted in clarity and purpose—creating visual systems that express who her clients are and give them room to grow.

Throughout her 15 year career, she has directed brand campaigns and retail experiences for clients including Adidas, Arc'teryx, Converse, HP, Jordan, LEGO, Nike, and Timberland. Her nonprofit work includes Travel Portland, the U.S. Olympic & Paralympic Committee, and 4-H.

Whitney's process is immersive, intuitive, and collaborative—she integrates seamlessly with client teams to understand their identity at its core, transforming their vision into compelling visual narratives that connect with audiences. The result is work that’s genuine to the brand, whether she's partnering with global companies or startups.

An Ennis, Montana native, Whitney graduated from Montana State University with a Bachelor of Fine Arts in metalsmithing and graphic design.

Jessica Rounds is a brand voice strategist and copywriter with 15 years of experience. She spent over a decade working with Fortune 500 tech clients including Adobe, IBM, AT&T, and Dell—managing teams of writers and visual artists, developing campaign strategies and writing content across industries.

She develops messaging architectures that turn scattered ideas into cohesive stories. Her approach is rooted in curiosity: ask the right questions, listen for what's underneath, then shape it into something that resonates. She believes the strongest narratives begin with clarity and a deep understanding of the audience—and that the best stories feel both fresh and true. 

Jessica’s background includes a University of Virginia education and editorial work for international publications, bringing strategic thinking and storytelling finesse to every project.