Our Team


Michael Fallone

Co-founder + Creative Director

Michael is equal parts strategy and creative. He has spent over a quarter century helping a wide variety of clients articulate compelling brands and align their marketing communications with business strategy. Prior to 2003 and the birth of id29, Michael spent over a decade at one of upstate NY’s largest ad agencies. He also did five years on the west coast in the music industry and was instrumental in growing a category-leading company from $100 million to nearly $1 billion in annual sales. Michael thinks he may have lost his soul during this time period. It’s ok, because he found it again. Outside of the studio, Michael enjoys riding bicycles, attempting to play guitar and wondering what to do with the free time that he doesn’t have. He has a wonderful family and lives in Niskayuna, NY.

Education: BS/Marketing & Management, Siena College

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Doug Bartow

Co-founder + Design Director

Doug is an art director and designer with over 25 years experience working with national and international clients. As Director of Design at MASS MoCA for 8+ years, Doug helped put the country’s largest arts center on the world’s cultural map by designing the museum's identity system, exhibition and wayfinding signage, print collateral, catalogs and web presence (with only the help of an occasional summer intern.) Doug left MASS MoCA in 2003 to co-found id29. Doug frequently lectures on design, and has written for design publications such as Speak Up and HOW Magazine. Doug is the former President of AIGA Upstate New York—the Professional Association for Design—whose mission is to build and promote the Upstate New York design community and advance design as a vital cultural force. In 2010, Doug was named by Graphic Design USA as one of the top 50 People to Watch. When Doug isn’t coaching youth soccer, or watching the USMNT & USWNT, he likes to play in the local over-40 men’s league and complain about muscle pulls to his wife and three junior soccer players at home.

Education: BFA/Graphic Design, SUNY New Paltz;
MFA/2D Design, Cranbrook Academy of Art

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Nicole Pitaniello

VP, Health and Wellness

A self-professed travel junkie, Nicole has spent the past 20+ years traversing the ever-changing world of healthcare and pharmaceutical marketing. For the last ten years you could find her partnering with global and US clients to deftly translate brand strategy to client brand identity, brand design, campaign development and customer experiences. Prior to that, she enjoyed her travels “client side” at an academic medical center where she served as assistant vice president for communications. In this leadership role, she was responsible for providing strategic oversight of both integrated marketing and internal communication campaigns as well as serving as institutional spokesperson for crisis communications and media relations.

Nicole’s globe-trotting has given her a suitcase stuffed full of strategic knowledge, insights and experience to help guide, evolve and enhance the direction of her clients’ brands.

Education:BA/Industrial Labor Relations, SUNY Potsdam; MA/Integrated Marketing Communication, Emerson College

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Jessica Hardesty

Account Supervisor

Jessica’s passion for brand storytelling has been cultivated over her 15 plus years’ experience leading brand marketing campaigns and communications across multi-million dollar healthcare and consumer industries. Jessica’s background in partnership development, communications and public relations enables her to initiate and maintain relationships with our clients with a keen eye to their sales and marketing goals by helping to innovate new ways of creating amazing content that's absurdly useful and effective.

When she’s not in the office Jess can be found jet setting to new travel destinations from Peru to the Cayman Islands with her husband and 2 little girls. Don’t let her fool you though, Jess is a diehard Disney lover and would be just as happy sipping a margarita while walking around the world at Epcot.

Education: BS/Castleton University
MA/Quinnipiac University

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Jake Wright

Senior Designer

Jake is a multi-faceted graphic designer with over fifteen years of experience in applying his creativity—as well as lessons learned from a formal background in science—to craft thoughtful design solutions. The desire to constantly evolve his skill set, learn new subjects and translate the truth of the client into appropriate designs are paramount to his contributions as a member of the id29 family. Jake is especially proud of his work for Sterling Rope, Method Design, Union College and Bright Ideas Brewing.>/p?

Education: BS/Biology, Virginia Tech

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Matt Goodwin

Manager, Web & Digital Marketing Services

Driven by curiosity and the pursuit of knowledge, Matt first found his way into marketing through design. What started as posters and other miscellaneous print pieces, soon became websites, banners, and emails. When he realized he could measure the effectiveness of his designs, he quickly became entrenched in the data and fell in love with identifying trends that influenced action and solved problems.

For the past 7 years, Matt has thrived at agencies in a digital strategy role. He has worked with a wide range of clients from multi-billion dollar corporations to small, local businesses creating, executing, measuring, and optimizing marketing campaigns across digital channels.

When he’s not at work, you can find Matt busy with his fiancé and their 3 kids.

Education: A.A.S Business Administration

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Martha Burke

Client Engagement Director

Martha Burke has 25 years of experience in forging and maintaining client relationships. Bringing people and organizations together to solve problems and evaluate opportunities has been at the core of her professional career and is exactly her role here at id29. So, if Martha thinks you need to get to know id29 and hasn’t yet reached out to you, just know that it’s only a matter of time.

On weekends, you’re likely to find Martha watching the Nittany Lions or the love-em-or-hate-em Patriots. She is unusually obsessed with staying on top of the latest cutting edge trends in fashion, jewelry and cosmetics. She also trains service dogs for those in need of some peace and happiness in their lives.

Residing in Saratoga County with her husband and their two daughters, Martha is active in her community supporting cancer patients, as she herself is a survivor.

Education: BA Political Science/Criminal Justice, East Stroudsburg University

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Kevin Brady

Senior Full-Stack Developer

Bringing 25+ years of experience to the table, Kevin is an internet technology master. Kevin possesses the web development skills to help us deliver sites that are intelligent, beautiful and easy to maintain.

Education: BM/Performance & Songwriting, Berklee College of Music; also studied at Massachusetts Institute of Technology and Harvard University

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Robert Bengraff

Director, Video & Motion
Robert’s a down-to-earth family man with gobs of video and digital media expertise. Previously at the helm of Luxurious Animals—a creative digital boutique with offices in SoHo, NY—he ran operations and all aspects of the firm’s audio and video production. He now resides in upstate NY with his lovely family, owns an apocalypse-proof Jeep and keeps five years worth of food, water and fine scotch in his secret bunker (though much of that scotch ends up in his belly on a regular basis and replenishment is therefore necessary). When he’s not working, he’s spending time at one of his remote camps in the Adirondacks and Quebec, hiking, canoeing and finding tranquility amongst the maelstrom of everyday life.

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