We always take our client work seriously, but enjoy having a little fun with our outreach and self-promotional materials. 

The id29 studio is located in an old collar factory on the Hudson River in downtown Troy, NY
Second floor view with spiral staircase that we installed ourselves ;)
COBRA PUMA GOLF :: 2011-2014 (CARLSBAD, CA)

Cobra Golf asked id29 to help them reposition and relaunch their brand in 2011. The golf category is stagnant at best and Cobra’s market share had declined considerably. Consumer participation and purchases have slowed. In most countries, the pie wasn't getting any larger, so market share gains had to be taken from competitors.

We executed all of their brand and marketing communications — from the most trivial product sticker, to international, integrated campaigns for all of their products. We’re happy to say that our three-year partnership with Cobra coincided with solid growth and a solid reemergence of a legendary brand.


COBRA PUMA GOLF BRAND BOOK
TRUCKING ASSOCIATION OF NY :: (CLIFTON PARK, NY)

As the only organization of its kind in New York State, TANY is both unique and essential to the trucking industry. Knowing that their brand design, website and marketing communications needed a serious upgrade, they hired id29. As we always do, we started with brand strategy; making sure that we intelligently established key guideposts prior to beginning any creative and design work. We provided TANY with a unique brand identity and design system that they could wield with confidence across all touchpoints.


    TANY

    After designing a new TANY brand identity and standards, I created a cleaner, more engaging, user-friendly website that they could easily update and was optimized for mobile.


    EMPAC :: EXPERIMENTAL MEDIA AND PERFORMING ARTS CENTER AT RENSSELAER

    Acoustically, it’s considered one of the most perfect venues in the world. Architecturally, it’s a stunning, Grimshaw-designed, amalgam of glass, wood, steel and technology, perfectly perched on a riverside slope. It’s EMPAC (Experimental Media and Performing Arts Center) in Troy, NY. id29 was jazzed to be a part of such an ambitious, world-class venue, we helped them establish a design-driven presence and introduce themselves to the world.

    SLAY THE SCARY MONSTERS :: SELF-PROMOTIONAL CAMPAIGN

    This is id29's story of Scary Monsters: Wicked foes, shitty vendors, born losers, obstacles, pain and suffering, massive market downturns, ill-advised workplace sex, fear, backstabbing bitches, rodents, arbitrary budget cuts, power-hungry yes-men, inept co-workers, promises unkept,ugly competitors, and overripe, overpaid execs who reek of sardines, sulphur and lies- anyone and anything that keeps you from doing your job and doing it well. Ultimately, however, it is an epic tale of battles fought and won.

    This is a story of id29, a small yet mighty design, brand, creative and marketing communications studio in Troy, NY. It is a story of their clients and the powerful weaponry id29 will provide to you in your endeavor to Slay Scary Monsters. (micro-site)


    MISC. id29 INVITATIONS
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    • 1 Invite Detail
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    • Beer And Type Tshirt REV
    • id29 Octoberfest invitation, 2006. #yum
    • id29 die-cut St. Paddy's invite, 2007. Be sure to bring your liver.™
    • die-cut id29 one year anniversary invite, 2004
    • id29 one year anniversary invite, 2004 (detail)
    • id29 St. Paddy's invite, 2005 featured a custom Tyvek party bracelet.
    • Promotional id29 T-shirts + hangtags

    Credits

    Slay the Scary Monsters collages by Michael Oatman, text by Michael Fallone/id29. Invitation and CPG/Rickie Fowler photos by Mark McCarty.

    © 2021 Doug Bartow. All rights reserved, fools.