Effective brands transcend logos, advertising campaigns, and social media presence. Sure, images and messages are important, but the real power in brand today lies in creating dynamic, meaningful relationships with customers that evolve over time. The most successful brands start an ongoing dialogue with people that — through a compelling mix of seamlessly connected products, services, experiences, spaces, and digital interactions — fosters curiosity, trial, love, and loyalty.

At IDEO, we work closely with clients in every industry to articulate and express brand positions through every available touch point. Our interdisciplinary teams include industrial designers, engineers, business specialists, and communications and graphic designers who create multifaceted experiences that connect people to brands in harmonious, meaningful, and emotional ways. We call our integrated approach the “built brand,” and we’ve successfully applied it to a range of challenges, from consumer packaged goods and service models to retail spaces, to product platforms and promotional campaign development.

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Prototyping retail artifacts and color palettes helped lead to an in-store experience for Samsung’s Bean Pole brand



  • Michael Hendrix

    Michael Hendrix

    R. Michael Hendrix, an IDEO partner, co-leads the Boston studio. Michael personally contributes creative direction and strategy to a diverse portfolio including innovative services, brands and products for fashion, furnishings, food, B2B, CPG, legal drugs, transportation and even the Feds.

  • Charles Hayes

    Charles Hayes

    Charles is managing director, China and Asia regional director at IDEO.

  • Madison Mount

    Madison Mount

    Madison Mount, an IDEO partner, leads a team focused on the company’s tech-enabled experiences.

  • Clark Scheffy

    Clark Scheffy

    Clark Scheffy is an Associate Partner at IDEO who focuses on the intersections of business strategy, brand, and designed experiences.

  • Paul Bennett

    Paul Bennett

    Paul Bennett is IDEO’s Chief Creative Officer.

  • Chris Domina

    Chris Domina

    Chris is a Partner at IDEO and senior member of the global brand team.

  • Dana Cho

    Dana Cho

    Dana, a Partner at IDEO, leads a group of designers in Palo Alto who are passionate about the “design of community” and branded experiences.