How indie agency Siberia’s work with James Beard Foundation offers a glimpse into its operating ethos

To borrow from David Mamet’s sleeper 80s film, Things Change, sometimes it’s the “guy behind the guy” who gets a little attention, even if the guy doesn’t necessarily want it. So it is with Siberia.io, an independent design studio/agency based in New York that does the behind-the-scenes legwork to help clients refresh their brands and digital presences. The firm works with a variety of clients, including Ford, Comcast and Bloomberg, but shared work it’s done for a newer client.

The James Beard Foundation (JBF) — a venerable name for anyone interested in food, be they chefs, restaurateurs, philanthropies or gourmand consumers, issued an RFP for a website and a rebrand. The organization ultimately turned to Siberia.io to grow its audience and bring food lovers into the equation in a bigger way. Starting in November and just finishing this week, the James Beard Foundation (JBF) altered more than just its color palette and web architecture. The financial terms of the agreement were not made available.

Chris Mele, Siberia’s managing partner and founder, operates on a simple principle: don’t lead with tech — it should underpin what an agency does for a client, but not be the core or rallying point. And with JBF, that thinking came very much in handy. 

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