Albany, NY

Pioneer (a financial institution with 23 locations in Upstate NY) approached id29 to help them solve a specific problem: They had grown considerably via mergers and acquisitions and their brand architecture was a relatively confusing mess of disparate logos, products and services. They asked id29 to strategically re-envision and reshape how they presented their company and their value proposition to each of their target segments.

The result was both simple and elegant—though it took several weeks of strategic work sessions, problem solving and qualitative research. Ultimately, we helped Pioneer align their brand around their customer segments (a.k.a., verticals) rather than around the organization’s services. This solution supported Pioneer’s strategic objectives and made it much easier for their customers to understand Pioneer’s value proposition.

Beyond that foundational strategic work, id29 elevated Pioneer’s brand design and created the All Together Forward relaunch campaign print, digital and video elements—some of which are shown here.

Brand Identity

id29 created a new mark (the P with a subtle onwards and upwards negative space) and the All Together Forward action statement that aligns with Pioneer’s strategic objectives.


With a new brand strategy and brand design in place, id29 applied Pioneer’s new brand architecture and visual vocabulary to a new Pioneer website.

Print & Digital Advertising

Brand Launch Videos

Brand Photography

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