Our team is one of the most versatile you’ll find in a small agency. Tackling topics from matrimonial law to hair care products, our talented crew brings decades of experience in corporate marketing departments from some of our region’s top companies.
We run a lean core team and have built relationships with amazing writing, design and videography pros across various industries to partner with top talent for specific projects, while keeping costs low for clients.
Check out our Ideality core team bios!
SUSAN PAFF, PRESIDENT & LEAD STRATEGIST
OFFICE: 724.359.5225 X101 | CELL: 724.513.0316
"A LOT OF BUSINESSES FORGET THERE IS A CULTURE BEHIND THEIR BRAND AND THOSE VALUES ARE THEIR FOUNDATION IN MARKETING. IDEALITY EXISTS TO CELEBRATE THAT DISCOVERY AND CONVEY YOUR UNIQUE STORY TO THE WORLD." - SUSAN PAFF
With her roots in writing and a passion for tackling exciting customer challenges, Susan founded Ideality Communications with a desire to help small businesses achieve large-scale marketing goals.
She began her career in Pittsburgh-area public relations and marketing before migrating over to business journalism at the Pittsburgh Business Times. After working her way across research, reporting and editing positions, she got the PR itch again and wanted to focus on finding unique ways to tell stories for nonprofits and smaller businesses without large marketing agencies at their disposal.
With greater insight into the inner workings of the media world and a drive to find the right individualized solution for each client, Susan launched Ideality Communications in 2009. She has since grown the agency from a simple writing services company into a dynamic marketing and branding firm helping a broad range of businesses and nonprofits discover and define their brands, tell their unique stories and build impactful communications strategies.
Taking an active role in every client project from the ground up, Susan knows them inside and out, with a firm grasp on the gritty details and her eyes focused on overall strategy. In addition to creative leadership, she manages all aspects of quality control and assurance including project timelines and budget. She’s always the final editor, the last line of defense, with a back pocket full of red pens. Nothing makes her happier than a squeaky-clean finish.
But, with two young children, active participation on several nonprofit advisory boards and an oversized, over-eager chocolate lab puppy, this entrepreneur has well learned the need for balance. Susan’s passion for cooking is an exploratory journey. She and her husband often say they’ve prepped (spoiled?) their children for a future devoid of mediocre food experiences. Sorry (not sorry) future spouses — the bar is high.
Jennifer Davis, Media & Marketing Manager
OFFICE: 724.359.5225 x102
“I’m a label reader – interested in how companies describe their products and services. Making yours stand out through well-written copy is what I’m all about.” – Jen Davis
Writing and editing are always at the heart of what Jen does. Five years as a print reporter after her graduation from the University of Pittsburgh taught her to present information in a correct, concise and captivating way. And, there’s no better place than a busy newsroom to teach the critical importance of hustling to meet a deadline.
In 2000, Jen joined the marketing department of West Penn Hospital (now part of Allegheny Health Network) devising marketing plans for various service lines and writing for direct mail campaigns, the web, consumer education pieces and print, radio and television advertising. Her news background made her an ideal candidate when AHN decided to boost its media relations efforts in 2009. As senior media relations specialist, Jen built relationships with journalists, editors and producers to secure positive news coverage for the health network’s seven hospitals.
In 2016, Jen and her family made a bold move across the pond to London, England. Somehow, moving nearly 4,000 miles from Pittsburgh landed her a virtual gig at a southwestern PA-based company! Jen crafted copy, proofed layouts and managed projects for Ideality, while drinking in Britain’s tea and culture with her husband and two kids. Crumpets could never trump pierogies for the long haul. After making her 2019 Brexit, Jen remained part of our team and loves the opportunities Ideality gives to flex her creative content muscles and fierce brainstorming skills.
How fun is it figuring out how to sell a line of red hair dyes in a world where blondes have more fun? Need to help reporters explain the intricacies of a new tax law change? Leave it to Jen to find a less “taxing” way — See what we did there?
Daria Kovacs, Creative Manager
OFFICE: 724.359.5225 x103
“One of the designers I admire most says great design is born of simplicity and clarity. I take that to heart, designing to tell your story through clean, strong imagery.” – Daria Kovacs
Born in Croatia, Daria has been living in the United States for the past 20 years — it was here she earned her degree in graphic design and built her impressive, award-winning career.
With experience working for a book publishing company, as a freelancer and for Giant Eagle, Daria’s versatile work has garnered multiple accolades. Over her more than a decade career-span, Daria discovered her niche; she likes simple, clean, clear, yet visually appealing designs.
And she’s got a natural knack for content development as well, a rarity for graphic designers. Then again, that’s no surprise since her tenure at Giant Eagle pushed limits. As a lead designer on projects, she not only had her hands in the creative layout and visual messaging, but was called upon to manage multiple projects, simultaneously, often crafting appropriate content to fit space and match overall identity. Plus, along with Susan, she’s directed off-site photoshoots for various projects and understands the importance of quality presentation balanced with efficiency for timeliness and effective brand messaging in photography and video.
At Ideality, her passions fit perfectly into our project roster. We greatly appreciate Daria’s attention to detail and her quick turnaround on projects, all while creating compelling designs reflective of our clients’ needs. She’s great at deciphering what a client is envisioning even when a client doesn’t know yet. That sweet spot is especially important as part of an agency serving a multitude of clients across various industries. Daria just gets it — plain and simple.
Think Daria’s creativity is only linked to the computer screen? Not so! Like most creative souls, her artistry is interwoven into everyday life, spurring creative genius that ignites her dramatic flare. She dabbles in photography (her two kids make great subjects), sewing and DIY house projects. And, she loves to cook and bake from scratch too. (Maybe we are missing a side gig for our team and spouses — or at least a next-generation business for our collective children groomed in fine cuisine!)