Who we are

We're a team that spans the lifecycle of software development. From strategy to design and development, to marketing and growth. We come from varied backgrounds and experiences which means we know how to navigate your world. We use this knowledge to bring insight to every project, in every industry.

The majority of us live in West Michigan, with a handful of team members in other parts of the country. No matter where you’re based, we’re pros at working and collaborating with people in all time zones.

How we work

We partner with you, building the team that's right for the situation or problem at hand. We’re driven to help you achieve your end goal which means we’re going to:

  • get hands-on
  • ask tough questions
  • test your assumptions

Our goal is to leverage our experience to build you the best digital product possible. From strategy, to prototypes, to apps that run for years, we can do it all. We build beautiful consumer-facing apps, and robust APIs that work behind the scenes. Our team works with you, and we're here for your success.

Our People

Portrait of Brianna Onken

Brianna Onken

Office Manager

Brianna graduated from Marylhurst University with her Bachelor’s degree in English Literature, with a focus on creative writing. She has been working in an administrative role for 10 years.

In her free time Brianna likes to write, watch movies, listen to music, go camping, read, go dancing, bake, and spend time with family and friends.

Brianna was born and raised in Oregon and moved to Michigan in 2015. She lives with her husband, Ben and furbaby, Dakota.

Portrait of Chris Gaffney

Chris Gaffney


This Michigan native brings a plethora of experience in event-driven programming and hardware integration systems. He’s also responsible for driving forward our product, Dead Man’s Snitch.

Portrait of Chris Rittersdorf

Chris Rittersdorf


Chis has been interested in computers and programming since owning his first NES as a child. At Collective Idea, his expertise is in web and mobile development.

Latest blog post:
Arduino Programming in Vim
Portrait of Daniel Morrison

Daniel Morrison


Daniel founded Collective Idea in 2005 to put a name to his growing and already full-time freelance work. He works hard writing code, teaching, and mentoring.

Portrait of David Genord II

David Genord II


David has been building websites since 8th grade. After working to integrate third-party automotive data with internal systems, he now brings his vast and wide knowledge to Collective Idea.

Portrait of Guillermo Rangel

Guillermo Rangel


Guillermo is user experience focused developer. His interest in programming was sparked after writing his first program on a TI-83 calculator back in high school. At Collective Idea, Guillermo leverages his passion for making things better through code to create awesome software.

Portrait of Matt Slack

Matt Slack

Front-End Developer

Long a secret weapon at Collective Idea, Matt has been involved with Collective Idea projects since the beginning. He’s our resident web front-end master (webmaster?) who can knock out CSS and HTML faster than you can think.

Portrait of Victor Sirotek

Victor Sirotek

Creative Director

Victor is both a manager of expectations and a designer of experiences for Collective Idea. He’s enjoyed leading projects, designing apps, and creating thoughtful experiences since 2002.