There is a fairly standard splitting technique as suggested in the comment, although not necessarily using $v$.
Let $G$ be a graph and $v$ is a simplicial vertex. Let $w$ be any neighbor of $v$. Then you have a homotopy equivalence $$I(G)\simeq I(G\setminus w) \vee \Sigma I(G\setminus N_G[w])$$ where $N_G[w]$ denotes the closed neighborhood of $w$ (including $w$ itself).
The proof uses the argument that the inclusion of the link of $w$ in the deletion of $w$ in $I(G)$ is null-homotopic since it factors through a cone with apex $v$.
See for example Theorem 3.7 in https://arxiv.org/abs/math/0508148 (Alex Engstrom) for this specific case or section 3 of https://arxiv.org/abs/1106.6250 (myself) for a slightly broader discussion of this technique with some more general conditions on $v$. You may also be interested in the paper https://core.ac.uk/download/pdf/82040661.pdf (Kazuhiro Kawamura).