Connecting With IdentityOne

Six months after its launch, interactive shop IdentityOne will open a satellite office in Los Angeles this week. Plus, a New York outpost will likely come before year’s end.

“We felt if we were on our own, we could do better, higher quality work,” said Tim Stevenson, founder and chief executive of the 15-person Boston firm, which specializes in creating Web identities for corporate clients.

One of his first hires was marketing director Jonathan Cheriff from a similar post at Lyons Management Group, Boston, which owns and operates several well-known area nightclubs.

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

“You want to capture something that speaks to the audience,” said Cheriff of IdentityOne’s approach to online branding.

“We try to figure out what’s going to entice the user” and capture the identity of the company, Stevenson said. “The exciting part of the business is bringing companies to life.”

Prior to starting IdentityOne, Stevenson spent several years as an interactive producer and later as vice president/associate creative director at Arnold Communications here.

Another current project: promoting the upcoming second annual New England Web Design Awards through both online and traditional marketing materials.

“Our overall strategy was a little different. We wanted to get people’s reactions. [IdentityOne’s] process is good, and they have good senior designers on staff,” said Bill Hughes, an official at global employment firm Aquent Partners, the company that is sponsoring the New England Web Design Awards.

IdentityOne’s first project was a revamping of People2People, the online personal ad site of the Boston Phoenix newspaper. The company recently designed sites for Second Shift, New York; Gravy Design, New York; and Volkswagen of America, for which it has teamed with lead agency Arnold.