IDEO has joined a creative collective. Here’s why. You may have heard that IDEO has joined the kyu collective (a unit of Tokyo-based Hakuhodo DY Holdings). kyu was formed by a group of diverse companies including SYPartners, Sid Lee, Digital Kitchen, C2, and Red Peak Group. It’s an exciting moment for us, and we wanted to explain why. Since IDEO started over 30 years ago, we’ve walked the gangway