Every day is FriYAY!

I'm Amber Lombardo, a Memphissippi farm girl
living a wanderlust life. Founder of Luna Lake.

What began as a little web dev moonlighting gig evolved into a global community of do-good friends that make my work a priviledge. I'd like to introduce you to them. They're amazing!

My story is one of blind faith. Leaving architecture school to leap into the dot.com boom and riding the wave of businesses needing websites for the first time - it was crazy fun. By far, my favorite topic was PLACEMAKERS, typically masked as chambers of commerce, tourism offices, Main Street communities, architects, economic development offices, city administrators, and more. They are the folks who deliver thoughtful communal spaces that we enjoy every day. Smart, resourceful and kind, they share their insights for us to incorporate into our own life design. 

A fully-agentic staff, tested in the open

Luna Lake runs on the same technology I consult on and teach in workshops, not as a demo but as the actual operating model of the business. My staff is agentic: a structured team of AI agents, each with a defined role, coordinated through Claude Cowork as the platform and Notion as the data lake. Notion is my second brain in the sense Tiago Forte describes in Building a Second Brain, one trusted store for everything the business knows, so my agents reason over real context instead of guesswork.

"Good morning, Enzo"

Every day starts the same way. I say "Good morning, Enzo," and my Chief of Staff pulls the threads together, checks what's live, surfaces what needs a decision, and routes the day's work to the right specialist. I bring the vision and the judgment; the team structures the execution around it.Below are some of the tasks they are automated to perform.

I've run small businesses with payroll and staff, and I've run non-profits as the only employee on the books. Both taught me the same lesson: capacity is the constraint. In 2023 I built my first agentic team using Sintra to help me manage a non-profit, then taught my colleagues to do the same. It worked well enough that I kept going. I launched Luna Lake in 2025 for one purpose: to run a fully-agentic workforce inside a real business so I could tell my clients the truth about it. The good, the bad, and the occasionally cataclysmic. I'm not advising from the sidelines. Every recommendation I make to a client has already cost me something to learn.

Luna Lake LLC is the parent company. Under it I run a small set of focused ventures, ArciTrek among them, each with its own agentic lead and shared access to the same second brain. The structure stays lean by design: no employees, low overhead, and an agentic team that scales up or down with the work in front of me. I keep the human roles to the two things agents can't do for me, setting direction and owning the judgment calls. Everything else is delegated, documented, and tested in the open, which is exactly what makes the advice I give worth paying for.

There are plenty of tasks I still prefer to do independently or with minimal assist - like design work, client relationships, research and speaking. My team helps and I could automate more, but for some tasks, the quality just isn't there yet and I still enjoy those aspects of my work.

The large firms have R&D budgets and consultants on retainer. They'll be fine, and they're my clients. But the small operators don't have a research department standing between them and a market that's changing under their feet. So I'm building for them too: workshops, tools, and a community that turn this disruption into something a regular person or a small business can actually use to stay in the game. If that's you, you're in the right place.