IdentityOne to Open in L.A., N.Y.

Interactive shop Iden-tityOne this week will open a satellite office in Los Angeles, and a New York outpost will likely open within the month.

The new sites are needed to help service clients in those cities and to further the agency’s growth, said Tim Stevenson, founder and CEO of the 15-person Boston-based firm, which specializes in creating Web identities for corporate clients. “It was a pure business decision,” he said.

The shop will likely look for someone from outside to steer the New York location. “Originally, [marketing director Jonathan Cheriff] was going to head up the New York office, but there’s so much business coming out of L.A. that he’ll be busy starting the new office there,” said Stevenson.

Cheriff will split time between Boston and Los Angeles, overseeing work on the West Coast that includes a Webcast of February’s NAACP Image Awards.

When asked what accounts the new offices will start with, Stevenson said, “Identity-One was set up as one company, so the different offices will share re-sources and people, if necessary.” The New York outpost will share the other sites’ accounts, in-cluding New York companies Gravy Design, an art studio, and Numeric Partners, a production company.

Prior to starting IdentityOne six months ago, Stevenson was vp/associate creative director at Arnold Communications in Boston. One of his first hires was Cheriff, who arrived from a similar post at Lyons Management Group in Boston. The shop’s first project was a revamping of People2People, the personal-ad Web site of the newspaper Boston Phoenix.