WELCOME TO IDEON!

Is your brand working as hard as your business? To transform your marketplace, it should be. If not, let’s collaborate to create something exciting, lasting and true.

We are a branding agency in New York City. Our name, Ideon, is based on the Greek “Eidos,” which means forming [fresh] perspectives on the world. At Ideon, we are known for our precision, passion and fresh perspectives. We sincerely love what we do, which means we will push further, care more and go beyond to get your business and brand to a better vantage point.

Call on us to when you have a branding challenge that demands fresh eyes and strategic collaboration to guide your business and brand. We’ll get your brand working as hard as your business does in no time.

A brand is a living thing that needs constant care. Where could your brand be better tended?

NICE TO MEET YOU!

Ideon is a seasoned, custom-designed branding dream-team. Who better to tend your brand?
Andrea Katz Chief Ideonista
Andrea is the founder of Ideon, a visionary brand strategist and lover of ideas leveraging 20 years of experience.... >

Andrea is the founder of Ideon, a visionary brand strategist and lover of ideas leveraging 20 years of experience in branding and marketing. Andrea has ignited smart, bold and fresh brands for corporations, non-profits, agencies and the public sector. Andrea’s brand insights originate from her work in diverse industries spanning automotive, beauty and consumer goods; to education, financial services and healthcare; and to media, retail, and technology. She uses her passionate curiosity and deep intellect to spark new ideas, highlight vibrant strategy possibilities and power creative customer solutions that fuel brand growth. Andrea is from Johannesburg. She holds a BA in history and politics from the University of the Witwatersrand, South Africa and an MS in Urban Planning from Columbia University.

ideon branding consultancy nyc Alice Lane
Alice Lane Senior Strategist
Alice is a senior marketing strategist who lives her philosophy of drawing from outside the category to help brands.... >

Alice is a senior strategist who lives her philosophy of drawing from outside the category to help brands and businesses open their minds to up their game. Alice's 20 years of experience working for consultancies and agencies, in-house and independently, across industries from food to finance to fashion, and entertainment to education to engineering, have honed her approach to marketing strategy. She believes that brand and business are the same thing and won’t excel without a powerful vision, meaningful connections with consumers/customers, and a sense of humor. Alice is from Philadelphia and speaks Swedish, French and basic Italian. She holds a BA in French and political science from Vassar College and an International MBA from Chicago University.

Valerie Garral Senior Strategist
Valerie is a senior strategist with a passion for translating transformative concepts into memorable brand experiences... >

Valerie is a senior strategist with a passion for translating transformative concepts into memorable brand experiences. She has led countless strategy, innovation, architecture, and naming engagements with an eye to building customer traction, cultural currency, and market leadership. Thriving on variety, Valerie 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 holds a BA in Art History and French Literature from the University of Michigan.

Nachel Mathoda Strategist
Nachel is a brand strategist and project manager guided by her broad curiosity, strategic thinking and attention to detail. ... >

Nachel is a brand strategist and project manager guided by her broad curiosity, strategic thinking and attention to detail. Before Ideon, she worked in brand strategy at Sullivan and Siegel+Gale, developing client strategies and campaigns and driving growth for a broad range of clients spanning many sectors, including industrial, non-profit, healthcare and education. Prior to her career in branding and communications, Nachel worked on anti-human trafficking initiatives, socially responsible investing, and fundraising for non-profits. She has a particular interest in conflict resolution and restorative justice and is a volunteer mediator. Nachel is from Connecticut. She holds a BA in Government & Legal Studies and English from Bowdoin College and an MA in International Affairs from The George Washington University.

Loid Der Designer Consultant
Loid is a creative director specializing in developing comprehensive brand identities and brand systems.... >

Loid is a creative director specializing in developing comprehensive brand identities and brand systems. Loid has over 15 years of experience creating strategic brand solutions, from corporate identities, annual reports, and collateral systems, to interactive, environmental, and packaging design. In addition to creating the brand identities for AT&T, Xerox, Vivendi Universal, and The Nelson Mandela Foundation, Loid has also worked with Samsung, MasterCard, CNN, Disney, Coca-Cola and Reebok. Loid is from Los Angeles and studied communication design at Art Center College of Design in Pasadena.

Samantha Choi Cadley Senior Designer
Samantha is a creative director with over 15 years of experience working with premium, lifestyle-driven brands.... >

Samantha is a creative director with over 15 years of experience working with premium, lifestyle-driven brands. With a passion for storytelling and visual experiences, she has conceived and implemented branding and marketing initiatives from corporate rebrandings and product line design, to website design and business development. Clients include Ernst & Young, Ralph Lauren/Polo, Gap, and Classic Car Club. Samantha was born in South Korea and raised in New York. She holds a BA in English Literature from Columbia University and studied advertising at Syracuse University’s Newhouse School of Communications.

Annie Shepard Design Associate
Annie is an account coordinator and designer with a passion for telling a brand’s story through digital media. ... >

Annie is an account coordinator and designer with a passion for telling a brand’s story through digital media. She has worked with clients such as American Express, Asphalt Green, and The Wassaic Project on projects that include website development and content strategy. She most recently opened a pop up gallery in Williamsburg, Brooklyn where she managed the gallery’s construction, event calendar, and digital presence in addition to showcasing her own creative work. Annie is from New York City. She holds a BA in American Studies with a concentration in Urbanism  from Wesleyan University.

Helen Atkinson Senior Copywriter
Helen is a meticulous, creative, and highly experienced wordsmith. Her skill in making complex, technical, and... >

Helen is a meticulous, creative, and highly experienced wordsmith. Her skill in making complex, technical, and even seemingly dull content spring to life is matched by her enthusiasm for finding the sweet spot where clarity and flair join to form a compelling story. Over more than 25 years as a professional writer—as journalist, columnist, PR consultant, and producer of corporate content—Helen has helped companies in an extensive range of industries, from tech to travel and insurance to international logistics, find their words. Originally from Scotland, Helen holds a BA from Oxford University, England.

Joe Gelman Copywriter
Joe is a jack of all trades and master of one: storytelling. Leveraging digital media, content strategy and brand thinking...... >

Joe is a jack of all trades and master of one: storytelling. Leveraging digital media, content strategy and brand thinking he is passionate about craft compelling stories that resonate with audiences and inspire action. Beginning at large e-commerce shops such as Ecko, Sony BMG and Everlast he established a strong foundation in pure-play digital marketing. Afterwards he made the lateral move to working as a creator and strategist for the boutique content agency, Honigman Media. In addition he also shares his insights as a Digital Marketing instructor at General Assembly. 

Flutura Bardhi Senior Researcher
Flutura is a cultural anthropologist by training. Her specialty is in uncovering what motivates people’s behaviors.... >

Flutura is a cultural anthropologist by training. Her specialty is in uncovering what motivates people’s behaviors, a skill that she has leveraged in countless studies on fast-moving cultures, like media junkies, gamers, techies, fashionistas and trend-conscious youth. Flutura’s particularly well-versed in qualitative research approaches. She has designed, moderated, and analyzed numerous studies for a wide range of clients and in the non-profit world for the last 15 years. Flutura holds a BA and MA in anthropology from CUNY Hunter College and speaks Albanian and some Spanish.

ideon branding consultancy nyc team member Shelly Clark
Shelly Clark Researcher
Shelly is a research analyst with ten years of qualitative and quantitative research experience, including... >

Shelly is a research analyst with ten years of qualitative and quantitative research experience, 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 holds a BA in history and political science from Christopher Newport University, and speaks fluent German.