We are dreamers.
Innovators.
Design magicians and cultural communicators.
ICON is a creative agency specializing in global CPG brand growth. We deliver innovative packaging, multicultural marketing, and digital solutions for challengers and multinationals alike.
Dan Castro founded ICON in 2004. He was also Creative Director of Nestlé USA's in-house creative department in Glendale, where most of our core team worked together. When Nestlé USA moved its headquarters to Virginia, the team went full-time with ICON, bringing that inside knowledge of CPG manufacturing, logistics and retail to every client.
With 24+ years of experience and 500+ projects across 219+ brands, including Nestlé, Gerber, Kellogg's and Ferrara, we bring deep CPG expertise to every engagement.
From our Pasadena, CA base, we work with brands across Los Angeles, Glendale and Burbank, and excel in multicultural marketing across key global regions (Latin America, EU, U.S. Hispanic), creating resonant campaigns that deliver measurable results worldwide.
WHY ICON?
Our work lives up to our name.
EXPERTISE
• Business Insight: With 24+ years in CPG marketing, we understand how to drive results and maintain market leadership through data-driven strategies.
• CPG Industry Knowledge: Our deep expertise in Consumer Packaged Goods (CPG) encompasses manufacturing, logistics, and retail, allowing us to navigate industry challenges and seize opportunities effectively.
• Multicultural Marketing: As a Hispanic marketing agency in California, we specialize in reaching diverse audiences across Latin America and U.S. Hispanic markets, creating culturally resonant campaigns that engage and convert.
APPROACH
• Transparent Communication: We pride ourselves on being straightforward and honest. Clear communication is our guiding principle in every client interaction.
• Results-Driven Execution: Our digital marketing agency services focus on efficiency and attention to detail, ensuring seamless collaboration from initial briefing to final delivery.
• Positive Culture: We believe a little humor goes a long way. Our engaging approach strengthens client relationships and creates an atmosphere conducive to successful collaboration.
Creatives, Developers & Accounting, working for your brand
Dan Castro
Creative Director
Jennifer Butler
Art Director
Leo Herrera
Head of UX/UI