Itera: [it-uh-ra]

Derived from iteration: a development strategy. This strategy involves conceiving multiple solutions for a problem or goal. Filtering down to the best ideas. Then continuously refining or tweaking the concept to create subsequent better versions until it is right.

At Itera, we love to sketch, concept, design, and make things. Make things better, cooler, and better looking. We combine old things to make new things; or make completely new things from scratch. We love to go to new places and have new experiences . We love to engage the mind, be creative, and be engaged in activity. And we have fun in the process.

A couple years ago, I (Andy Sundblad, founder of Itera) met a guy at a CrossFit gym in Santa Barbara. He had sold his biotech business and moved there with his family. He told me, “Now we just do fun things.” He was starting a tequila company and although he was at least 15 years older than I, he could perform far more pull-ups. 

Have you ever been asked what you would do if you didn’t need to work for money? Life’s circumstances asked it of me recently. Aside from travel, other recreational activities, and spending time with loved ones, I find myself compelled to create. To me, it’s one of the most stimulating, challenging, and fun activities there is. 

I left the hectic San Francisco Bay Area and moved to Lake Tahoe. Now I run this business from a little cabin up the hillside with woods all around.

So, that’s Itera’s story. Through our design process, we want to build the best, most fun things we possibly can. We hope you enjoy them.

—Andy Sundblad, Principal & Founder