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Our Team




Because who better to help with your brand than people who’ve built their own?

Bob Borden

Founder, Lead Creative Director

Bob’s ingenuity and passion for entrepreneurship have fueled decades of accomplishments in design and brand development.
With roots in the American Southwest and years living in New York and across Europe, Bob has broad, cross-cultural experience and a deep curiosity about how ideas connect with people.

Working for labels such as Giorgio Armani, Kenzo and Missoni on three continents during the explosion of global luxury brands in the late 1980s, Bob was a keen observer of their creation, execution and adaptation as they jostled for prominence on premiere retail sales floors. On photoshoots for legacy consumer names like Budweiser and Dr. Pepper, he saw how hard even beloved brands had to work to stay relevant in an ever-changing marketplace.

After creating a career-changing portfolio product for models, actors and advertising professionals in Miami, Dallas and New York, Bob returned to his native New Mexico to be creative director for Nambé, a revered, locally crafted line of table and decorative ware. Working with world-class designers, he expanded Nambé’s product line and propelled it into an international luxury brand. Bob’s guidance of Nambé’s product design attracted the attention of curators at MoMA, the British Museum and 24 other museums around the world who recognized its trendsetting and timeless cultural value.

For the past fifteen years, Bob has focused his attention and experience to helping brands launch, build and grow in an ever-shifting global market. His versatility and meticulous eye for quality and authenticity have attracted such clients as MoMA, Neiman Marcus, Bloomingdale’s, Luigi Bormioli, Royal Selangor, and the New Mexico Museum of Art. He’s also helped numerous smaller startups get a foothold in their respective markets.

Most recently, Bob has developed proven expertise in hospitality brand building with Canopy by Hilton and landmark hotels in Santa Fe such as La Fonda on the Plaza and the Inn on the Alameda.

Mark Richard Smith

Lead Writer, Content Director

Blending expertise in both copywriting and graphic design has allowed Mark to create and execute holistically for a wide variety of clients throughout his career. Mark has always been an entrepreneur, starting his first business as a college student, then launching a graphic design studio in Dallas that grew into a multi-million dollar consultancy.

American Airlines and its aviation subsidiaries, Blockbuster Entertainment and Zales Jewelers are just some of the consumer brands Mark has worked with. He’s also helped numerous startups with identity design and market positioning.

After 15 years leading his own design firm, Mark sold it, obtained a graduate degree and began working in filmmaking and entertainment. He’s directed documentaries, worked as an indie studio executive and as a screenwriter. All this experience in entertainment sharpened his storytelling skills for this new era or brand building where quick connection with an audience matters more than ever.

Robert Innis

Lead Designer

Always a passionate advocate for design that empowers people and places, Robert Innis applies his 30 years of experience as a designer to working for businesses and organizations committed to design strategy, social impact and cultural change. A graduate of the College of Design, Architecture, Art and Planning (DAAP), Robert has created award-winning campaigns, branded community and statewide coalitions, has been a guest speaker, adjunct professor and mentor to design students throughout Northern New Mexico.

Robert is the co-founder of the Design Corps—a place-based alliance of design professionals dedicated to cultivating projects that serve the social good. Robert dedicates nearly all of his family time to exploring, hiking and honoring every nook and cranny of the Southwest.

Cynthia Beauclair

Creative Director

Cynthia Beauclair is an award-winning Creative Director with over 20 years of experience leading creative teams in the development and execution of engaging content for broadcast, advertising, and live events. Her proven track record includes delivering innovative solutions that drive brand awareness, audience engagement, and ROI. Fluent in four languages, Cynthia brings a unique multicultural perspective to her work, enabling her to connect with diverse audiences seamlessly. Skilled in conceptualizing and producing captivating animations, multimedia content, and immersive experiences, Cynthia has made significant contributions across diverse industries. Born in Bogota, Colombia, and having grown up across South America, Cynthia’s background has greatly influenced her creative approach, making her a dynamic force in the world of creative marketing and advertising.

Ricardo Barros

Lead Animator

Originally from Brazil, Ricardo Barros is fluent in English, Portuguese, and Spanish. He is classically trained in visual arts and a graduate of Full Sail University. With 20 years of experience in motion graphics, Ricardo has worked at leading networks like CBS, Univision, Discovery Channel, and the Miami Heat, earning awards from PromaxBDA and the Tellys. His expertise encompasses motion graphics, animation, show/network branding, title sequences, corporate presentations, and live events & immersive experiences.

Julie Rastetter

Director of Marketing

Julie Rastetter is our marketing powerhouse with more than 25 years of experience in strategic, integrated communications tactics. Formerly a Director of Marketing at a public university, she has been developing digital and social media campaigns for clients nationally since 2006. Julie holds a BFA in Studio Arts from Northern Vermont University and an MBA in Marketing from Louisiana State University. She is certified in digital and social media marketing and paid traffic. Her expertise is developing strategies that shift public perception and influence behavior. She is often called upon to align diverse stakeholders behind a unified message, rolling out comprehensive campaigns that integrate traditional public relations tactics and emerging digital social techniques. Julie has been with Ideas And People since 2023 and is based in Dallas.