Despite being an award-winning author (in a 4th-grade writing contest), Idoia never wanted to write novels. Right out of grad school, she instead jumped into digital content design for businesses and has loved every moment since. Today, she’s a practical proser with an empathetic approach, using words to solve real problems for everyday people. Accordingly, her work has helped expand the reach and resonance of a slew of businesses—from a driveway gate manufacturer to a board game crafter to global B2B enterprises.

Having worked in all points of the content lifecycle—content strategy, messaging, marketing, SEO and more—Idoia believes that better writing begins with brand. Balancing wonder with tenacity, she digs deep to understand a client’s purpose, problems and people. She factors in data and UI/UX. And she collaborates with empowered creatives to shape and share clients’ stories with the world.

Idoia is a Basque American who married a Greek (hence, a name that looks like spilled Scrabble tiles). Her extracurriculars lean toward activities that invite self-improvement. Currently, that’s doing taekwondo with her four children, practicing public speaking with Toastmasters, reading and lifting weights. The South has been home long enough for her to know how to correctly use tumpt, cattywampus, druthers and daggum in a sentence.