TOKY elevates brands by sharpening their stories. Having worked with a range of clients, such as Drury Hotels, 1220 Spirits, and Cherokee Street, among others, TOKY brings visions to life. “Stay curious longer than is comfortable,” Gennaria says. “Curiosity is what keeps your thinking fresh, your relationships genuine, and your work relevant. That’s especially important in a city like St. Louis, where the challenges are complex and the opportunities aren’t always obvious at first glance.” Gennaria is also a commissioner and board chair for the Regional Arts Commission of St. Louis.
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2026 QUESTIONNAIRE
PROFESSIONAL ACCOMPLISHMENTS & OPPORTUNITIES
What’s a risk you took in business that didn’t pan out—but taught you something valuable? In my first couple of years of owning the business, I hired some consultants to help solve specific challenges. I was new to the role and looking for clarity—or maybe a set of training wheels. In a few cases, the value I got wasn’t commensurate with the time or money spent. I don’t regret taking those chances. I tend to see potential—in ideas, in people, in opportunities to get better. But I’ve learned that seeing potential isn’t the same as seeing clearly. I needed to define my desired outcomes more sharply and vet those engagements more critically. It was an expensive way to learn a simple truth: optimism without clarity is just hope. I still believe in outside perspective. I just try to be more precise now about what I need and how I’ll know if it’s working.
What advice would you give to the next generation of St. Louis entrepreneurs or leaders? Stay curious longer than is comfortable. Curiosity is what keeps your thinking fresh, your relationships genuine, and your work relevant. That’s especially important in a city like St. Louis, where the challenges are complex and the opportunities aren’t always obvious at first glance. Build something that reflects who you are and what you believe—not just what the market seems to want today. The most enduring organizations I’ve seen are clear on their values and relentless about aligning every decision to them. And maybe most importantly: don’t go it alone. This city has an ecosystem of generous, smart, and collaborative people. Ask for help, offer it freely, and invest in relationships that aren’t just transactional.
MENTORS & PEERS
Who in your company (or industry) deserves more recognition for their impact? Katy Fischer, our executive creative director, is the creative soul of TOKY. Her work is consistently stunning—smart, beautiful, and deeply thoughtful—and she’s one of the most awarded designers in the country. But what makes her impact truly special is how she shows up for people. She’s a generous mentor to designers both inside and outside our studio. Clients love her. Our team learns from her every day. She brings energy, clarity, and care to everything she touches. She’s a big part of why I wanted to be part of TOKY—and a big part of why I believe TOKY is the best design studio in St. Louis and one of the best anywhere.
What’s a local organization, nonprofit, or initiative that more people should know about—and why? One organization I’m proud to support—and wish more people knew about—is the Regional Arts Commission of St. Louis (RAC). I serve as a commissioner and currently chair the board for 2025. The Regional Arts Commission of St. Louis (RAC) is the leading public investor in arts and culture experiences that add quality to life in the St. Louis region. Since 1985, RAC has awarded more than 7,300 grants totaling more than $115 million to artists and arts organizations across the city and county. We’re the largest public funder of the arts in the region, backed by a small share of the hotel/motel tax. That funding supports everything from major institutions to neighborhood programs that keep the arts alive in every corner of our community. More recently, RAC was chosen by the City of St. Louis to manage the distribution of $10 million in federal ARPA funds—recognition of the trust we’ve built and the infrastructure we’ve developed to serve artists well. At our core: We Invest. We Lead. We Amplify. We invest in creatives doing incredible work. We lead conversations that shape the future of the arts in St. Louis. And we amplify the voices and visions that make this region special. It’s an honor to be part of RAC at such a pivotal moment.
HOBBIES & INTERESTS
What do you do when you’re feeling stuck or uninspired? I usually start by removing noise—literally and figuratively. I do my best thinking in solitude, often while driving. My morning commute is intentionally quiet: no music, no podcasts. Just space to let thoughts work themselves out. When I need a deeper reset, I turn to hobbies that pull me into a different kind of focus. Landscape photography gets me outside, paying attention to light and composition instead of deadlines and decisions. I also collect vintage technology—old cameras, computers, design artifacts. Wandering an antique mall gives me a mental break and sometimes a surprising creative spark. There’s something energizing about finding an object that once represented the future.
