Just the right approach, strategy and team to shape your brand


A breath of fresh air flows through Ideon, highlighting the potential in your brand and sparking new avenues of rich possibility. We dig deeper to discover fresh insights. Insights drive bold new ideas, and ideas propel brands to new heights. Ideon is WHERE BRANDS GROW.

The phrase “Peri Ideon” was written by Aristotle, and translates loosely to “On Ideas.” Ideon is a visionary braintrust for strategic branding ideas and creating competitive advantage. A wellspring of creative visual and voice clarity and establishing your brand’s distinctive story. A dreamteam for innovative ideas and insights, intelligence, research, analysis and results. A thinklab for imaginative customer experiences, based on knowing what makes them tick.

Clients come to Ideon because we’re different. We tailor to the opportunities, challenges, needs and culture of each client, forging refreshing strategy and creative ingenuity along the way, uniting brand strategists, designers, verbalists, analysts and project managers to deliver sustainable growth far ahead of the pack.

Ideon works with great brands to establish their distinctive story in a proprietary voice and look, like no other. Stories engage customers in experiences that drive loyalty and growth. We’re all agreed Ideon has just one focus: digging deeper to find the creative idea and innovative story to grow your brand both in emotional equities and the bottom line.

Where does your brand need to grow?


Identifying Opportunity—Digging deeper for fresh insights: Opportunity Development, Customer Research, Segmentation and Mapping, Brand Equity Assessment

Developing Strategy—Bringing the brand to life: Positioning, Architecture, Naming, Verbal Identity and Messaging, Visual Identity, Innovation

Defining Experience—Engaging audiences at every touchpoint: Strategy, Design, Production, Development and Implementation of Print, Digital and Environmental brand assets

Monitoring Impact—Learning, evolving and refining: Tracking, Campaign Management


Ideon is a braintrust of unique minds who are poised to tackle your branding and business issues, discovering the insights to drive your brand and company to new heights.


Andrea is Ideon’s Chief Ideonista—a senior marketer with a love for ideas who has worked on a variety of major brands—Virgin Atlantic Airlines, Pearson, Fiat, Hitachi, D’Agostino Supermarkets and Accion—and for many agencies—Agency.com, BBDO, Fleishman Hillard, Interbrand and RLM Finsbury. She has created smart, bold and fresh strategic branding and enriched marketing engagement with global impact across multiple industries. Andrea is from Johannesburg. She received her BA in history and politics from the University of the Witwatersrand, South Africa and her MS in Urban Planning from Columbia University.

Wendy is Ideon’s Chief Contessa—a senior content strategist with more than twenty years of experience. She was an international business journalist for Time magazine and later led PwC’s thought leadership strategy, where she conceived and implemented tightly-focused, ROI-driven plans for deep client engagement and dialogue across all industries. She has created the content strategies for several Fortune 100 brands, such as Ernst & Young, PwC, Booz & Company, and GE Capital. Wendy is from Connecticut and speaks fluent French. She received her BA, magna cum laude, from Columbia University’s Barnard College, and her MS from Columbia University’s Graduate School of Journalism.
Alice is Ideon’s Brand Barista—a senior marketing strategist who connects people and ideas to build meaningful brands that drive bottom line results. She has 11 years of experience working for consultancies/agencies, on the client side and independently, spanning industries ranging from food to finance, beauty to fashion, and entertainment to engineering, including David Yurman, Nic+Zoe, NYSE Euronext, OppenheimerFunds, General Mills Yoplait and Progresso, BASF, Verizon Wireless, Microsoft, Starwood Hotels and Diageo’s Crown Royal. She has also worked at Morgan Stanley and Bear Stearns. Alice is from Philadelphia and speaks Swedish, French, and basic Italian. She holds an International MBA from the University of Chicago Booth School of Business and a BA in French and Political Science from Vassar College.
Valerie is Ideon’s Brand Barista—a senior strategist with a passion for translating transformative concepts into memorable brand experiences. Drawing from expertise across the spectrum, she has led countless strategy, innovation, architecture and naming engagements with an eye to building customer traction, cultural currency and market leadership. As one who thrives on variety, Valerie greatly enjoys working with Fortune 500 brands and rival upstarts, in sectors as diverse as Food & Beverage, Finance, Media, and Health. Valerie is from Spain. She earned her BA in Art History and French Literature from the University of Michigan.
Josephine is Ideon’s Commandista—a junior brander and project manager with a special interest in the line between digital and analog in art, life, and brand engagement. She has worked across various areas of brand and art development, helping to preserve the past at Berkeley’s Pacific Film Archive and to invent the future at littleBits Electronics. Josephine is a New Englander at heart. She graduated Phi Beta Kappa from Smith College, with a degree in Studio Art and Logic.
David is Ideon’s Verbalista—a senior writer with twenty years in brand voice, naming, strategy copy and online advertising, using a comprehensive verbal perspective so every brand speaks clearly. With a love for foreign languages and travel, David has worked on a wide variety of brands including BlackBerry, Bank of America, Glade, Masterfoods, OgilvyAction!, MRM Worldwide and Unilever creating names, campaigns and messages that resonate worldwide. David is from Chicago. He received his BSLA in Japanese and Business Management from Georgetown University, speaks Japanese and Italian, and has studied Latin, Sanskrit, Dutch and French.
David is Ideon’s Copyrocker—a copywriter with fifteen years of experience in making copy sing. His double-life as a professional musician and published fiction writer has given him a knack for flow, impact, and storytelling. From shortform to longform, quirky to technical, David has punched up and fleshed out the content for a range of brands including Charles Schwab, Verizon and Capital One. David is from New Jersey. He holds a BAS in English from the University of Illinois. A prolific songwriter and performer, his music has been released by many labels, including Warner Music and The End Records.
Loid is Ideon’s Creativista—a creative director specializing in developing comprehensive brand identities and brand systems. Previously, Loid worked at Interbrand, and has over fifteen years of experience creating strategic brand solutions, from corporate identities, annual reports, collateral systems, to interactive design, environmental and packaging design. He was directly responsible for creating the brand identities for AT&T, Xerox, Vivendi Universal and The Nelson Mandela Foundation. Other clients include Samsung, Citibank, MasterCard, CNN, Columbia Pictures, CBS, Sony, Disney, Coca-Cola and Reebok. Loid is from Los Angeles and studied communication design at Art Center College of Design in Pasadena, California.
Samantha is Ideon’s Imagist—a senior designer with over 15 years of experience working with premium, lifestyle-driven brands. With a passion for storytelling and visual experiences, she has worked across fashion, lifestyle and professional and financial services—including Ernst & Young, Ralph Lauren/Polo, Gap, John Allan and Classic Car Club. She has conceived and implemented many branding and marketing initiatives, from corporate rebrandings and product line design to website design and business development. Samantha was born in South Korea and raised in New York. She studied English Literature at Columbia University and Advertising at Syracuse University’s Newhouse School of Communications.
Janet is Ideon’s Media Maven—a senior communications expert, with a special interest in the power and evolution of storytelling across media. She has nine years of experience executing internal and external communications campaigns for Fortune 100 brands, including Citigroup, UnitedHealthcare and A&P, during times of great transition and opportunity. Janet has produced radio segments for WNYC’s The Brian Lehrer Show and serves as a community workshop instructor for The Moth, the acclaimed storytelling nonprofit. Janet is from the Catskills. She received her BA in English from Yale University.
Shelly is Ideon’s Research Insighter—a research analyst with ten years of qualitative and quantitative research, including methodology selection, implementation, statistical analysis and reporting. Guided by her natural curiosity to figure out the “why” behind the data, Shelly has worked on renowned brands including Cadbury-Schweppes, LVMH, United Airlines, Guinness and Sharp. Shelly is from Virgina Beach. She received her BA in history and political science from Christopher Newport University, and is fluent in German.
Amber is Ideon’s Research Analysta—a junior research analyst, with a focus on research design and methodology selection, results tabulation, reporting and focus group moderation. With a love for qualitative and quantitative research and attention to detail, Amber has worked on successful brands including MetLife, Virgin Atlantic, Pearson Education, Electrolux and Allstate. Amber is from Virgina Beach. She received her BA in Psychology, with a focus on Experimental Methods, from Christopher Newport University.
Travis is Ideon’s BizDev Brass—a B2B marketer passionate about business growth and development. Travis gets excited about new campaigns and strategic marketing initiatives. He loves to be on the front end of a project to develop creative strategies for implementation, and has been involved in many successful sales and marketing initiatives—in industries ranging from manufacturing to IT to web design. Travis is from Minneapolis, MN. He received his BA in Business from Bethel University and is pursuing further business management education.
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