Studio Tours: id29

In my search for a job (still ongoing…), I’ve literally traveled coast to coast, visiting some of the best design studios in the country. From Duffy & Partners to Go Welsh, I’ve been fortunate enough to meet some of the brightest minds in the profession, and see the places behind the names. For my first segment of Studio Tours, I’ll take you inside id29 – one of my favorite stops from this past summer. A small studio on the banks of the Hudson River in Troy, NY, id29 is proof that good things come in small packages.

From the moment you set foot inside id29, you’ll feel at ease. I arrived on a sunny afternoon in October, a few hours late thanks to a delayed connecting flight. As I made my way up the steps to their studio I was greeted with a pint of Pumpkin Ale, fresh from the tap of Brown’s Brewing Co., id29’s next door neighbor and and one of their favorite clients. It was a kind gesture from a firm that stresses occupational enjoyment over financial gain.

Fortunately for id29, fun and success have gone hand in hand for the seven-person operation. Fresh off their work for the Harry Potter and the Deathly Hallows campaign, this four-year-old firm has achieved a lot in a short time. Clients include Merlin bicycles, Pitney Bowes, Mohawk Paper, and The Case Foundation, among others — and their work has appeared in Print and the prestigious Lürzer’s Archive. They’ve already moved into a bigger space on Troy’s dynamic River Street too. It’s all the result of some very hard work, and of course, exceptional designs.

The studio, converted from a former collar factory, is filled with fun chairs, toys, and signs. Designers share an open space for easy communication. Sizable desks are crafted from nothing more than steel legs and a beautiful slab of wood.

One might think that this kind of rapid success might go to their heads, but you’d be wrong. Having spent a couple of days with the gang at id29, I can tell you that people come first for these designers. Doug Bartow, principal at id29 and one of a select few to graduate from the Cranbrook Academy of Art, picked me up at the airport personally — an uncommon courtesy. Doug’s co-principal and the studio’s very own ‘Lance Armstrong’, Michael Fallone, even made sure the Ale was ready to help me unwind when I arrived — and unwind I did.

We casually discussed backgrounds, shared travel stories, and looked at each other’s work as music played in the background via a community iTunes library. It was just the sort of friendly atmosphere that permeates through id29 on a daily basis; an atmosphere that belies the outstanding quality of work coming out of this place.

The creatives, including designers Bryan Kahrs and Susan Merrick, bring a diverse set of skills and sensibilities to the table: illustration, photomontage, original typefaces, clever copywriting — there are no weaknesses at id29 when it comes to executing a concept, and each client’s solution is as expert as it is original.

Style and approach runs the gamut at id29, while consistently maintaining a focus on communication and client success. For this innovative campaign for Mohawk Paper, simple visual metaphors were developed, then shot by a local photographer. For ‘Coated’, liquid chocolate was chilled until it had just the right amount of gooeyness.

Advertisement for Merlin bicycles. Experimentation is common at id29, where they constantly push the expression of typography.

After a few more Pumpkin Ales and conversation ranging from typography to Boston Terriers, we set off for dinner at José Malone’s, a pleasantly strange Mexican-Irish restaurant, followed by drinks at Ryan’s Wake, a classic Irish pub on River Street. I was treated like an old friend by the group as we argued over taste in music and sports loyalties. It doesn’t take long to understand why huge companies like Scholastic have recently joined forces with the small and imaginative shop. Their combination of hospitality and great talent is magnetic. id29 has created an atmosphere in which relationships and creativity can truly flourish, and the results are clear.

id29 tackles everything from print and identity to packaging and environments for a diverse list of clients ranging from local arts organizations to national brands. Their small size means that everyone has creative control, and everyone gets a chance to fully immerse themselves in each project.

For Brown’s Brewing Co., the designers actually went pubcrawling in London with the brewery’s owner for inspiration — it’s just the kind of personal dedication that goes into every project at id29, whether for a local restaurant or one of the biggest publishing companies in the US.

Bottle labels, coasters and tap handles for one of northeast’s premier craft brewers. Period typography and scratchboard illustrations fit perfectly with the town’s industrial past.

1) Invitations for an architecturally-inspired masquerade ball – guests could actually cut out their own mask. 2) Corporate Volunteering Handbook for The Case Foundation, founded by AOL’s Steve Case.

1) Logo for Falling Anvil Studios. A simple manipulation of orientation adds interest without decreasing legibility. 2) Logo for Revolution.

Before I even got to id29, they were nice enough to mail me a copy of ‘How To Be A Better Client,’ a limited edition book and comical guide to the ins-and-outs of the client/firm relationship. Highlights include ‘Cool Ways to Sit at a Meeting’ and ‘Rosie O’Donnell vs. Martha Stewart.’

For more information about id29, check out these links:

id29.com
Small Business, Big Clients
Working Hard…

December 5th, 2007 » Posted by Jim Hargreaves » Permalink

Entry Filed under: Archived Posts