id29

What id29 does

id29, LLC is a privately held, full-service boutique creative agency founded in 2003 in Troy, New York by Michael Fallone and Doug Bartow, operating under a professional services revenue model. The firm delivers five integrated service pillars — Brand Strategy, Creative & Design, Web Design & Development, Digital Marketing, and Video & Motion Graphics — to a roster spanning startups, mid-market companies, multinational enterprises, and government/educational institutions. Pricing is quote-based per engagement, structured as project work or multi-year retainer contracts with no publicly listed tiers.

Underlying the service delivery is a strategy-first methodology in which brand positioning and architecture are defined before creative execution, supported by 20+ years of in-house brand-strategy, integrated-campaign, and identity-system practice rather than any proprietary technology platform. The agency's technical footprint includes full-stack website design and development (UX, CMS, ADA compliance) plus standard digital marketing tooling (SEO, programmatic, paid media, social, analytics). Operations center on a Capital Region studio at 425 River Street, Troy, with a secondary address in Saratoga Springs and a remote-work posture adopted during the pandemic.

The go-to-market is sales-led and relationship-driven: principals and account directors personally engage enterprise prospects, supplemented by referrals (e.g., PUMA Golf via a personal introduction), self-promotional books and direct-mail campaigns, industry event participation, and content marketing via a public blog. Clients include PUMA Golf (multi-year global AOR since 2011), Cobra Golf, SI Group, Scholastic (Harry Potter and the Deathly Hallows campaign, 2007), Universal Music, Bestpass, Brown's Brewing Company, Union College, and New York State Parks, among others. Headcount is constrained to approximately 7-10 named professionals, including two co-founders, a Senior Full-Stack Developer, a Director of Video & Motion, a Senior Designer, a Client Engagement Director, and an Account Supervisor. The company has been profitable since founding with no external investors, parent company, or acquisition activity disclosed.

Name

id29

Legal name

id29, LLC

Website

https://id29.com

Company type

Private

Founded year

2003

Operating status

Operating

Headcount range

1–10 employees

Short description

id29, LLC is a privately held, full-service boutique creative agency founded in 2003 in Troy, NY, delivering brand strategy, creative design, web development, digital marketing, and video services to startups, mid-market firms, and multinational enterprises such as PUMA Golf, SI Group, and Scholastic.

Ownership category

akta.pro rank

Product category

Creative & Marketing Agency Services

NAICS

Advertising Agencies (541810), Graphic Design Services (541430), Custom Computer Programming Services (541511)

SIC

Services-Advertising Agencies (7311), Services-Mailing, Reproduction, Commercial Art & Photography (7330)

akta.pro primary industry

Packaging & Brand Identity Creative Agencies (MPAAAAAN)

akta.pro secondary industry

Digital Creative & Experience Design Agencies (Web/App/UX) (MPAAAAAD)

Keywords

• Creative agency services
• Brand strategy consulting
• Website design development
• Digital marketing campaigns
• Video motion graphics

Headquarters

HQ city

Troy

HQ country

United States

HQ region

North America

Offices3 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. Creative Agency Professional Services: id29 generates revenue through billable professional services engagements, including brand strategy, creative and design services, web design and development, digital marketing campaigns, and video and motion graphics production. Engagements are project-based or retainer-based with clients ranging from startups to multinational corporations. The company has been stable and profitable since 2003.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

id29 is a boutique full-service creative agency that delivers integrated brand strategy, creative and visual design, web design and development, digital marketing, and video and motion graphics services to clients ranging from startups to multinational corporations. Engagements are project-based or retainer-based and are sold directly to client organizations through principals, account directors, referrals, and inbound marketing.

Product overview

id29 is a boutique full-service creative agency offering a unified portfolio of marketing and design services. The agency provides five integrated service pillars: Brand Strategy (strategic intelligence and positioning), Creative & Design (visual identity and design systems), Web Design & Development (websites and digital platforms), Digital Marketing (campaign execution and optimization), and Video & Motion Graphics (multimedia content production). These services work together as a cohesive offering, with brand strategy serving as the foundational layer that informs all subsequent creative and marketing execution across channels.

Differentiator

Problem solved

Functional benefit

Products and services

• Brand Strategy Strategic consulting services that help clients define their brand positioning, architecture, character, values, and target segments to inform all subsequent creative and marketing work. Sold to client organizations (enterprises, mid-market, and startups) as a standalone or integrated engagement.
• Creative & Design Visual design services including brand identity systems, logo design, packaging design, print collateral, and art direction across all media applications. Sold to client organizations across industries as a standalone or integrated engagement.
• Web Design & Development Website design and development services including user experience design, front-end development, content management systems, and ADA compliance implementation. Delivered to client organizations as a standalone or integrated engagement.
• Digital Marketing Comprehensive digital marketing services including SEO strategy, content marketing, paid media campaigns, programmatic targeting, geo-fencing, social media marketing, and analytics/KPI tracking. Delivered to client organizations as a standalone or integrated engagement.
• Video & Motion Graphics Video production, motion graphics, animation, and multimedia content creation for brand campaigns, explainer videos, promotional materials, and brand launch videos. Delivered to client organizations as a standalone or integrated engagement.

Quantifiable outcome

• Universal Music campaign generated 4M+ impressions, 80K+ engagements, exceeding industry average benchmark by 2X
• +4 more outcomes

Named customers18 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• Alaant Workforce SolutionscoreStrategic or Co-development Partner · 1 January 2021id29 announced a strategic partnership with Alaant Workforce Solutions (formerly Linium Recruiting), the Capital Region's leading professional recruitment firm. The partnership combines id29's expertise in Corporate and Employer Brand Strategies with Alaant's recruitment excellence to assist organizations in developing intelligent, comprehensive Employer Brand Strategies. id29 also developed Alaant's new name, brand identity, and website. Alaant has placed more than 3,000 skilled professionals with over 300 companies during the past decade. The partnership enables both firms to provide a comprehensive brand and workforce solution to clients in the Capital Region and beyond.

Scale indicators5 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• &Walsh: &Walsh is a boutique design and branding studio comparable in scale and creative positioning, focusing on brand identity, digital experiences, and integrated campaign work for challenger and established brands.
• Pentagram: Pentagram is a partnership-led design firm offering the same brand strategy + identity + digital design capabilities as id29, though larger in scale; useful as a comparable for premium boutique positioning.
• Character: Character is a small, design-led branding agency whose services (brand strategy, identity systems, digital) and client mix (consumer, lifestyle, enterprise) closely overlap with id29's brand strategy + creative & design core.
• Mother Design: Mother Design is the brand identity and design arm of independent agency Mother, comparable to id29's brand-and-design focus but operating inside a larger creative network.
• Collins: Collins is a design and strategy firm comparable in core offerings (brand strategy, identity, environmental, digital experience) and similar in positioning against large network agencies.
• Red Antler: Red Antler is a boutique branding and creative agency of similar size (~50-100 staff) with a comparable full-service mix spanning brand strategy, brand identity, packaging, web, and digital marketing. Both target mission-driven founders and enterprise rebrands.
• Manual: Manual is a boutique creative agency offering brand strategy, identity, packaging, and digital services to enterprise and mid-market clients in a similar vein to id29.

Broad incumbents

• Anomaly: Anomaly is a larger independent creative agency with overlapping brand strategy, advertising, digital, and content offerings; competes with id29 for enterprise creative engagements but on a much broader portfolio basis.
• Wieden+Kennedy: Wieden+Kennedy is an established full-service creative agency and broad incumbent in the same category, frequently competing with id29 for premium brand work but with far greater scale and geographic reach.

Emerging players

• Smith & Diction: Smith & Diction is a smaller, emerging boutique creative studio offering brand identity, web, and content services to similar mid-market and growth-stage clients as id29's startup segment.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/id29
• Facebookfacebook.com/id29design
• Instagraminstagram.com/id29
• Pinterestpinterest.com/id29
• LinkedInlinkedin.com/company/id29

Revenue estimate

Valuation estimate

Number of profiles

Profiles7 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about id29