iconomical was founded in 2007 by Internet veterans Liz Turner and David Boyce. The business is currently a member of Amsterdam's Media Guild, located in the historic Pakhuis de Zwijger.

Designer/illustrator Liz Turner worked as an engineer in the chemical industry until she realized her mistake and became a web developer. Ten years after writing her first anchor tag, she is now known as a leading specialist in interactive visualization on the Internet.

David Boyce has 20 years professional experience in applications development, systems and networking. After working for a wide variety of companies, large and small, he's working with his partner on their own visions, not other peoples.