Brand is the first thing people feel and the last thing they forget.

I build and run brand and growth programs for founders - sometimes as their studio, sometimes as their client.

Get Started

Studio

Neon Era is a brand and growth strategy practice for founders building something people will actually feel - in wellness, hospitality, and lifestyle.

I've run this from both sides: as the strategist a founder brings in, and as the founder myself, building Veroni Swim from a sketch to a rack at Wolf & Badger. That's the difference in how I work - less advisor, more operator.

Selected Work

Laptop displaying a website titled 'Calm the Mind' with an image of a woman with curly hair leaning back with her eyes closed, on a beige stone surface.
Black and white photo of a woman wearing a statement necklace and earrings, with tattoos on her arm and shoulder, facing the camera with a neutral expression.

Hypnosomatics

A tablet displaying a website with an abstract close-up image of a peach, and the text 'For the bold and untamed feminine energy.' The website menu includes 'Shop All,' 'Journal,' and 'Contact.'
People gathered in a dark area illuminated by yellow stage lights, with the word 'PEPLOS' overlaid in white text.

Eni Jewelry

Peplos Events

Veroni Swim

About

I'm Iro - I run Neon Era Strategies from New York, after a decade split between founder-side brand building and client-side strategy work.

I studied integrated marketing at NYU and management at Bayes Business School in London. Both places taught me the same thing from different angles: a brand is a business decision before it's a design one.

A close-up of crumpled aluminum foil covering the surface.
A woman with long wavy hair, wearing a black sleeveless top, posing with her hand resting on her neck, against a plain background.

What I do

Brand Strategy & identity

Positioning

Systems

Digital Experience

Engine

Growth & Performance

Partnership

Fractional & Client Leadership

Category definition, verbal and visual identity, founder story.

Shopify and Squarespace builds designed around conversion and story.

Meta, lifecycle, and retention - Klaviyo and Flodesk infrastructure.

Embedded brand and growth leadership for funded teams.

From My Clients

  • A person wearing a spiked metallic necklace and a tattooed shoulder, with short curly hair, dark lipstick, and earrings, in a dark setting.

    "Working with Iro was a turning point for Eni Jewelry. She didn't just refine our visual presence - she helped us understand what our brand was actually saying, and what it should be saying instead. The clarity we came away with changed how we communicate everything."

    - Eni Jewelry

  • Close-up of the face and upper chest of a classical-style sculpture of a boy with lips closed and detailed facial features.

    "Iro understood the Athenian spirit of Peplos before we could articulate it ourselves. The brand she built for us isn't just beautiful - it's true. We hadn't had that before."

    - Peplos Events

  • Close-up of a woman's hand with manicured nails, wearing a black knit glove, showing rhinestone and diamond decorations, resting against a blurry bedroom background with pink furniture.

    “Neon Era translated our vision into a clear, modern brand identity that truly reflects who we are. The process was collaborative, inspiring, and gave us a presence we’re proud to share.”

    - Past Cient, New York