Let’s grow your brand together.

We fuse strategy, research, design, communications and people transformation to breathe life into your brand.

  • Brand Strategy
  • Insight & Innovation
  • Brand Identity Development
  • Product & Packaging Design
  • Experience Design
  • Communications
  • Training
  • Web Design & Development

What makes us different?

We offer an end-to-end approach to branding that creates unified and
enduring brand stories

We use consumer insights to drive design innovation

We follow a structured design thinking process that involves our clients every
step of the way

We help create strong brand-led organizations through training that aligns colleagues to your brand

Our Mission

To help make people’s lives better through well-designed, responsive brands

Our Values

Passion in making things better
High quality work
Motivating and productive partnership
A sense of wonder and playfulness
Integrity in all we do

How We Do It

Where to start?

We can help you start from scratch, or work on your brand midway. Whichever stage you’re in, you can count on us to help you realize your goals.

We always begin by getting to know you well

We like to learn and understand your business better so we can give you our best.

See what we can do for you


  • Business Strategy





  • Brand Strategy

    Insight to Positioning

    Marketing Plan Development

  • Insight to Validation

    Immersion Studies

    Ethnography and Anthropological Analysis


    Design Validation from Studies to Shelf Testing

    Qualitative Advertising Evaluation

    Neuroscience Testing for Design


  • Innovation

    Ideation to Launch

  • Experience Design

    Brand Identity

    Brand Experience

    Product and Packaging

    Website Design and Development

    Motion Graphics


  • Communications

    Internal and External

    Content, Creative
    and Channel Strategy and Development

    Concept to Execution

    Social Media


  • The Idea M Brand School

    Customized training

    Brand 101

    Sales 101

    Innovation Ideation Facilitation

    Strategic Planning Facilitation

    Creativity Workshop

We’re On Your Side

We are a team of multi-disciplinary, senior-level experts ready to engage your audience in a meaningful way.

You will work with senior-level specialists with diverse experiences from strategy, marketing and research, to design, communications and colleague transformation.

All with one goal in mind: YOUR GOAL.

We balance our creativity with strong business sense.

Meet the team

Joanna Marigold F. Tantoco

Founder / Principal Consultant

As Principal Brand Strategy and Innovation Consultant, Gold brings to Idea M over 26 years of multi-country branding, marketing and general management experience across 40 brands in 14 categories.

From P&G, to Pepsico, Bayer, SCJohnson, Jollibee Foods Corporation, Century Canning and Pfizer, Gold made innovation the cornerstone of brand-building.

Growing up, Gold had always been fascinated with advertising and promised herself she will make one when she’s older. Years later, she fulfilled her promise and built brands with award-winning advertising campaigns.

Her passion for creating and doing things in new ways drives her to continue helping organizations make creative changes to grow their business. With her marketing and industrial design backgrounds, Gold truly enjoys thinking of new solutions that propel brands, as well as teaching and passing on her own share of wisdom.

When she’s not busy building brands, Gold can be found painting with acrylics, reading non-fiction literature, stretching the Pilates way, exploring new places and going on gastronomic adventures with her family.

Joseph Lee Alviar

Creative Director / Senior Design Consultant

Joseph, more known as “Jowee”, grew up collecting comic books only to cut and paste them onto a fresh sheet of paper to create his own artwork. This led him to earn a degree in fine arts from the University of Santo Tomas and eventually to the California Institute of the Arts with a Masters degree in Graphic Design.

Coming back to the Philippines, Jowee set up TeamManila Graphic Design Studio and earned the reputation of leading the graphic design movement locally. In 2011, he co-authored the Philippine Design Competitiveness Act together with Senators Guingona and Villar.

In his lifelong commitment to develop and nurture the country’s graphic design scene, Jowee is also a partner and a professor at SHIFT, a design and film school. He continually holds trainings and workshops on typography and graphic design.

Jowee spends his free time with his wife, son and their brood of French bulldogs. A pretty good cook, a beachcomber, music lover, piano player and a printed ephemera collector, Jowee sure does have a full plate on and off the field.

Allan Herrera Mirasol

Senior Consultant

Allan’s enthusiasm for marketing started in 2005 when he moved from Product Development Chemist to Brand Assistant at SC Johnson. From then, he exchanged his pipette and beakers with a pen and marketing strategies.

At SC Johnson, Allan learned the intricacies of branding and marketing, handling Baygon, OFF!, Raid, Glade, Pledge, Mr. Muscle, Toilet Duck and even Kiwi.

A licensed chemist, Allan now mixes consumer touch points and brand messages to produce a compelling marketing brew.

He brings theatrical energy and enthusiasm to Idea M. He believes that his inherent love for the arts gives him a unique perspective when it comes to developing brand strategies.

A music lover, Allan loves singing and listening to all music genres. During his free time, he explores the great outdoors, fiddles with his camera, acts in small theatre engagements and visits his family on weekends. His dog, African lovebirds and aquarium fish are among his household companions.

Juan Paolo B. Gonzales

Senior Consultant

Paolo has over 16 years of Consumer Marketing, Customer Marketing and Customer Development experience. He spent many years at Colgate-Palmolive before he took on the role of Head of Marketing of Asia South for The Hershey Company.

His strength lies in product innovation, execution excellence, supported by strong analytical and consumer / shopper insight capabilities. Paolo was awarded the Young Market Masters award in recognition of the successful launch of Del Monte Fit n’ Right in the country.

At Colgate-Palmolive, Paolo was assigned in the Asia Division office to manage Toothpaste, was cross-posted to Customer Marketing, rounding up his experience. He has attended the Colgate Leadership Challenge in New York where 22 of the highest potential talents around the world presented key priority projects to the CEO and other top senior executives of the company. In his capacity as the category head of Colgate Toothpaste in the Philippines, he was able to attain an all-time high in market share and shipments in 2010.

He is also part of the team that developed the successful Master Facial Wash in Sara Lee and Gilbey’s Island Punch in Diageo.

He is a certified Trainor of the Situational Leadership II (Hershey’s – Ken Blanchard Co.) and Retail Category Development (Colgate-Palmolive Co.) courses.

Paolo is a well-rounded person juggling his professional life with being a husband, father and triathlete.

Yvette Herras

Senior Creative Consultant
Medical Information Materials Design

Straight from the University of the Philippines, Yvette started her journey in advertising as a copywriter/designer. Her designer genes took over and after joining Ciba-Geigy as in-house creative, she knew this was the path that would take her far. And far it did.

Her portfolio is an impressive collection that features her graphic design expertise in healthcare communications. Reckitt Benckiser, Kimberly Clarke, Invida Philippines, Warner Lambert, Wyeth and Abbott Philippines, are but a few of the companies who have benefited from Yvette’s eye for detail, color and style.

No project is too small for her, as she gives the same dedication to a one-page flyer as with a multiple-page brochure or a complex packaging design.

Just like most artists, Yvette usually works with the moon as her companion. This schedule gives her more time for her four daughters and husband.

During her free time, Yvette can be found inside the kitchen, creating gastronomic and plating masterpieces. She is a devoted mother to her artistically inclined girls and a supportive partner to her photographer husband.

Mickey Gonzaga

Senior Consultant
Human Factors Engineering

Mickey has been in the engineering field for over 20 years. Growing up exposed to the automotive industry fueled her love for production, operations and engineering.

Ten years after graduating from the Mapua Institute of Technology, she received her Masters degree in Industrial Engineering from Nanyang Technological University in Singapore. Another three years saw her getting her doctorate on Human Factors Engineering from the University of Michigan at Ann Arbor in the USA.

She’s always been fascinated with engineering and how it propels one to think differently and understand complex problems. She has successfully led cross functional groups in Jollibee Foods Corporation, developed 2nd generation high performance kitchen for the Jollibee system, the latter resulting to a significant operating expense savings improvement.

During her free time, Mickey is happiest spending time with her two children, dropping in on her mother, going on road trips and visiting her quiet place for some relaxation and meditation.

Gillian Ledesma

Senior Consultant
Web Design and Development

Gillian’s Industrial Design degree from the University of the Philippines surely prepared her for a career in design. For over 10 years, she worked in multinational companies including OfficeTiger and RR Donnelley.

Gillian brings her diverse design experience to Idea M, focused on corporate identity development, web design and development, and online marketing/branding. With her exacting eye for design and style, Gillian likes the idea of making things more beautiful than they are.


TeamManila is a Philippine multi-disciplinary graphic design studio founded by Jowee Alviar and Raymund Punzalan in 2001. From a team of two to a group of 50, TeamManila has fully expanded while it continues to build a portfolio of outstanding works in the many fields of graphic design.

Recognized in the Philippines and abroad, TeamManila has worked on projects in the industries of music, film, fashion, food, and retail. Prominent and persistent, the brand is definite when it comes to treating every project as an opportunity to bridge the client’s message in the most effective and creative way possible.

Leading clients partnered by TeamManila are Condura, Jolibee, Greenwich, Globe Tattoo, SM Appliances, Nike Philippines, TV5, Seattle’s Best Coffee, Nokia Philippines, and BPI Philippines – all in which the design studio have materialized various designs and campaigns while making sure that its needs are met in the most artistic and sufficient ways.

Through various graphic design technique and methods, TeamManila drives to push the design envelope further by creating exceptional works in the industry it is in. Always on the look-out for collaboration with creative entities, the brand remains as graphic design advocates who continue to create and accelerate through its continuous growing body of work.

In the constant future, TeamManila envisions to make a lasting mark on visual culture and at the same time strengthen the pillars of graphic design not only in the Philippines but also abroad.


The largest independent research agency in the Philippines, PSRC has 40 years of experience in learning about the Filipino consumer. A company renowned for its stability and expertise, PSRC’s research work is customized, creative, marketing-oriented, insightful and actionable.

Using various methodologies that go beyond the traditional focus-group discussions, PSRC also uses in-home consumer connections, consumer safaris, ideation sessions, and activation workshops all over the Philippines, with training centers in Metro Manila, Cebu and Davao.

Its deep bench of researches, a good mix of senior and younger facilitators, highly-experienced directors, PSRC conducts over 800 focus groups every year, with research steeped in innovation/market strategy/customer engagement, shopper science, branding and communication.

PSRC’s three-pronged tenet includes Dedication, Responsiveness and Accessibility. This tenet is pivotal in PSRC’s unrelenting success.


Imagine Graphics Design Solutions is a creative services agency specializing in graphics design, photography, product development, and video production. Their team of talented, seasoned artists cover a range of creative disciplines, which can deliver spectacular designs in a whole range of media.

The duo behind this team has extensive experience in brand marketing, marketing communications, and has been working in the industry for a combined 17 years. They have clients from a whole range of different industries, including F&B, fashion and lifestyle, finance, construction, insurance & healthcare, and energy, to name a few.

They consider themselves always in partnership with clients, with their personal mission to help clients get the results they need through excellent design, and are invested in helping them succeed in their areas of business.

Ready to see your brand come alive?

We’d love to work with you.


Unit 33-L, Tower 1
The Columns
Legaspi Village
Benavidez corner Adelantado Streets
Makati City 1223