Coletta Perry

CEO/Senior Solutions Designer

There is a reason the French use the word “Chef” for the head of a company. And that’s very much how Coletta sees her role at Avatar. With 30+ years in publishing, production, and automation design, she is adept at whipping up the perfect solution for each of Avatar’s clients.

Coletta is the founder and technical visionary of Avatar DPS. She and her team have helped hundreds of companies adopt affordable data-driven automated catalog workflows. Her focus on catalog production automation began in the early 1990s, after successfully helming her own typography company for more than a decade. Merging her interest in type and automation, Coletta worked with the Black Box international catalog production team to develop her first labor-saving applets. These custom applets automated index creation, language swapping, and catalog design, morphing in order to speed up the creation of Black Box’s international catalogs that were being published in 13 languages.

Coletta continued to research new ways to streamline production and make more efficient use of data. She saw how the marriage of a good design and appropriate handling of data could revolutionize what was possible in the realm of automating document production and connections to databases and was an early adopter and evangelist for Adobe InDesign.

In the mid-90s she set out to build an organization that would focus on helping companies set up copy databases and image management solutions — to assist them in adopting these tools and best practices in their catalog production groups. Coletta’s passion and commitment drive her to constantly research and test new products and emerging technologies, ensuring that Avatar is standing ready with the next “new thing” when customers look to expand their reach in the digital world.

Other hats she wears of her local municipality. She is one of a council of seven who is passionate about and working hard to improve their beloved Crafton, PA. She is also on her local library board.

When not working on solutions for Avatar’s clients or attending Council meetings, Coletta can either be found in the kitchen pursuing her love of the culinary arts or out biking, camera on board, looking to capture the interesting and unusual. You can find some of her favorites in her Flickr photo stream…


Joe Mathia

Senior Applications Developer

Joe has been the development and technical support backbone at Avatar for more than 15 years. He has personally been responsible for implementing automated page-building solutions for InDesign and Quark
for close to 1,000 companies in that time. His experience in this arena is simply unparalleled.

Joe is adept with XML, ODBC, and relational database connections to InDesign and QuarkXPress, JavaScript, AppleScript, all of Em Software’s tools for Quark and InDesign, as well as his stock-in-trade, EasyCatalog.
With all these tools at his disposal, Joe can always be counted on to come up with a great solution to the most challenging requirements.

Joe is a rare but true renaissance man. He has an engineering and music background and still is a highly sought-after piano teacher. All that practice coupled with his degree in piano pedagogy (the science of education) makes him a patient and brilliant teacher. We credit Joe for the success of our online webinar-style training programs and live support sessions.

Beyond publishing solutions, he is the go-to guy for any mechanical question or practical repair advice. He’s also a great cook! All this knowledge translates into an amazing ability to understand clients’ businesses and their products and services which, in turn, influences his solutions and ensures that they are spot on.


Jeremy Howard

Solutions Developer

From a very young age, Jeremy had a love of drawing and illustration. It was this love of art that led him to pursue a career in graphic design, where he attended school in Pittsburgh.  His first job in the industry was as a production designer and prepress tech, and he quickly realized he had a  drive for automation, scripting, and streamlining processes. With that passion for learning and ability to grasp the technical challenges of different software and processes, Jeremy parlayed these skills into a position with Avatar. 

Formerly from Maine, Jeremy now calls Rhode Island home, where he enjoys spending time exploring new things with his wife and son. He and his wife are active members of his son's Boy Scout den and participate in all sorts of Scout activities. During the warmer months, they can be found fishing, camping, hiking, or swimming as a family. 

Jeremy’s eagerness to take on new challenges makes him the perfect fit for the Avatar team. You will now find him busy working on all sorts of projects, talking with clients, and helping to troubleshoot some of the peskiest of problems our clients face.  Is there a Boy Scout badge for that?


Diane H. Postrech

Business Development/Client Services

Diane brings more than 30 years of full-service client relations and marketing experience to Avatar DPS. Having both a Bachelors degree in Speech Communication with an Emphasis on Media from California University of Pennsylvania and a Paralegal certificate in Civil Litigation from Duquesne University, she has used her education to navigate her way through the publishing world. She has created process flows to help her clients stay on task, and produced style manuals and training collateral to help them better utilize the resources they have.

Diane enjoys the interaction with clients and gets deeply involved in helping them find the best solutions to their publishing problems. Always looking ahead to increase productivity and efficiency long-term, she gathers feedback from her clients by listening intently, asking the right questions, and working cohesively with them to help with their decisions. Not a fan of hard-sell techniques, Diane uses common sense (not so common these days) to maintain her straight-shooting style and gives her clients her honest opinion.

Diane spends her spare time (and every Wednesday afternoon) volunteering with Animal LifeLine, a Pittsburgh-based transportation/rescue organization whose mission is to help animals be safely transported from conditions not so nice to fosters and rescues who are better able to help. Having four rescue dogs of her own, she believes in giving back and is involved in a pet food bank that helps to provide free food to individuals and organizations that are currently in need. She has deployed with the U.S. Humane Society to help care for the dogs confiscated in what has been the nation’s 2nd largest dog-fighting ring, made up of 367 dogs.

If you give Diane a call, don’t be surprised to hear a couple of dogs in the background as she happily tends to her clients from her home office. Along with best practices, Diane believes in positive training, so you’ll be in good hands as she helps you along with your projects. Woof!


Kevin J. Dadey

Senior Project Manager

Kevin Dadey brings a plethora of experience as a project manager to our team. His background in graphic design, corporate presentations, and eLearning provides the foundation of expertise he has in project management, creative direction, and communications.  No doubt you’ll find him friendly and responsive to your project needs.

Before stepping into the kitchen at Avatar DPS, Kevin was with NuRelm (a software integration development services company) where he led each project phase — proposal, scope of work, development schedules, task assignments, and client communications. Projects ranged from simple software plug-in updates to complete, from the ground up, website development undertakings, including complex member management systems, responsive design considerations, and CMS integration.

Prior to that, Kevin worked with VLN Partners, a Pittsburgh-based cyber school services company dedicated to bringing quality online education to public school districts. There he founded the online course production department, instituting consistent, sustainable, and quality-driven course production practices. He then turned his attention to client management, establishing the Creative Services department (Account Management).

And just so you don’t think Kevin is all work and no play, he’s been playing tennis well before the widespread adoption of reasonable-length tennis shorts. His biking shorts also reflect an appropriate level of modesty, by the way. On summer weekends, you might find him at Bandel Airport in Eighty Four, PA, where he pursues his sailplane piloting license, much to the astonishment and concern of his wife, Karen, who watches his instructional flights from the safety and comfort of Mother Earth.

Lucky for us he sailed into our sights!


Nichole Fehrmann

Project Administrator

Possessing an Associates degree in Computer Technology from the University of Houston, Nichole’s prior experience has been on the hardware side along with help desk assistance, and 15 years of customer relations/5 years in management. With Avatar, she uses that skill set to help keep the big projects organized, keeping track of every nuance and client request within that project.  Working tirelessly in the background for much of her time, she provides additional project administration and part-time bookkeeping assistance when needed, and now has stretched even further to learn catalog production and design, which is quickly becoming a favorite part of her talents.

Always keeping busy, Nikki’s hobbies include soccer, astrology, history, treasure hunting, genetic genealogy, and logic puzzles.  Possessing an inquisitive mind, she is always eager to learn as much as she can about everything!  And to add to her already full plate, Nikki’s now learning to read, write, and speak Arabic, which will be her third language, after Spanish. We try to remind her to stop and smell the roses, but with an energy and passion such as hers, Nikki’s bound to plant, grow, smell, pick, and design the rose bouquet all herself!


Noel Fehrmann


Noel brings a wide array of skills to Avatar with her schooling and years of retail management experience. She attended The Art Institute of Pittsburgh and graduated from Western Connecticut State University with her Communications degree and a focus on Graphic Design.

Here at Avatar, Noel is the one who makes sure that all the checks and balances are in place so that the rest of the Avatar team can concentrate on the numerous projects going on at any time. Her keen eye for detail keeps us on all track and is the foundation for making sure Avatar is there to serve its clients. In addition to her primary role, Noel is now heading up the world of Avatar’s eLearning platform to help clients fully understand and engage with EasyCatalog.

Noel is one of those rare beings who not only has a mind for business and numbers, but also sports a very creative and generous mind.

Noel’s love of art, eye for photography, and passion for cooking and baking are some of her extra skills that really enable her creativity to shine through. Her Middle Eastern and French background makes for a very diverse palate, especially when it comes to her cooking. She’s spent some of her spare time working with a local caterer to help create wonderful and delicious dishes, and now her cupcake baking business is supplying some of the tastiest and most beautiful treats to theatre goers at West Virginia University.

When not crunching numbers for Avatar, Noel can be found shopping for fresh produce for her next culinary creation or attending one of the many local art galleries in Pittsburgh.