About Us

We are

id29 is a small, brand strategy, design and marketing communications studio with big smarts, big chops and big experience.

We are a team that truly cares about—and positively impacts—the success of the people, companies and organizations who make the important decision to partner with us.

You are

You value intelligent brand strategy, exceptional design, courageous marketing communications and disciplined execution.

You have the confidence and ability to create an environment in which your team and ours can do truly incredible work.

We do

We discover and set corporate brand strategy, employer brand strategy and user experience across all touchpoints.

We articulate brand stories—aligning creative, content and business strategies. We create brand identity, print, web, digital, video, packaging and environmental communications of all kinds.

From a brand and marketing communications standpoint, there is nothing we can’t help you with.

Michael Fallone || Principal + 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.
Doug Bartow || Principal + 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 U.S. Men's National Team pwn Mexico, he likes to play in the local over-30 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.
Jake Wright || Senior Designer

Jake is a multi-faceted graphic designer with over twelve 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.

Education: BS/Biology, Virginia Tech
James Morrison || Account Director

James comes to id29 with a decade of marketing experience in the Outdoor industry. He spent his impressionable youth as a bike shop rat, working in the front lines of retail and later entered the manufacturing side of the industry as a Sales and Marketing Manager for Serotta Bicycles and, subsequently, as an independent contractor representing over 70 brands. He flexed his entrepreneurial muscle by co-founding Embrocation Cycling Journal, where he served as managing partner and editor-in-chief.

With a formal education in writing and critical reasoning, James specializes in brand and product communications, which is just a fancy way of saying he likes analyzing brands and the products they bring to market. When not doing this, James dabbles in bicycle racing, farming, and nearly every aquatic sport invented.

Education: BA/Philosophy, Hamilton College.
Noah Pannucci || Senior Designer

Noah is a young and forward-thinking designer with years experience in the industry. During that time, he has worked with local, institutional, non-profit, national and multinational clients to create rational solutions based on content and strategy to best convey their vision. He believes great design must please the eye and the brain.
Noah is a purveyor of puns, wordplay and visual metaphors. He enjoys craft beer, stinky cheese and pizza. When he isn’t playing guitar you can find him yelling at his golf ball to do things it physically cannot do. He also loves Derek Jeter.

Education: BFA/Graphic Design, SUNY New Paltz

Contact Us

425 River Street Troy, NY 12180 U.S.A.
Phone 518 687 0268
map directions

The studio

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id29 Blog

June 29, 2017
Michael Fallone, Principal + Creative Director

I'm In Charge of Marketing. What now?

Yay! I’m now in charge of brand and marketing at our company. I know that we could be doing better. Where do I start?

That’s a good question—and, regardless of how many years of experience you might have, it’s one that’s relevant. So, where do you start? Certainly, every situation is unique so there’s no one-size-fits-all, magic carpet that’ll transport you to brand and marketing nirvana. However, we’ve found that generating a comprehensive set of logically-progressing, distinct activities can be the most effective way to visualize and understand what you’ll need to accomplish, and in what order.