Condé Nast Ideactive
Applebaum worked with Condé Nast on several corporate initiatives to develop strategically positioned brand identities. The identities had to speak to external audiences, garner internal support, work well within the corporate architecture, and have a stature befitting Condé Nast. The name Ideactive was developed by Applebaum for a new division that provides marketing services across platforms — social media, app development, video, and others — that aren't tied to traditional ad buys. The name suggests the forward-thinking creative energy of the new division, and the core strength of Condé Nast to produce exceptional custom content.