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id29 Welcomes Rafael Holguin as Executive Creative Director



With 20+ years of leading and designing branding programs for high-profile clients worldwide, Holguin brings recognized expertise to serve client needs and accelerate rapid growth at id29

 Troy, NY – id29, one of the Northeast’s leading brand, creative and digital agencies, today announced the addition of Rafael Holguin as Executive Creative Director. In leading high-visibility design and brand campaigns over more than 20 years for globally recognized companies – from Microsoft MSN and DuPont to KPMG, P&G and Fleet Bank – Holguin brings demonstrated expertise and unique experience that will generate results for id29’s clients while accelerating the agency’s plans for rapid growth.

“We are thrilled to have Rafael on board, and excited to harness his exceptional talents to create intelligent brand strategy and successful campaign work that serves the needs of our clients,” said Michael Fallone, Principal of id29. “Rafael’s savvy leadership, keen eye for design, and uncommon ability to deliver innovative and effective work are huge assets that will help clients meet their strategic goals and grow their bottom line.”

Born in the Dominican Republic, Holguin spent the first decade of his career in leadership roles with several of the world’s premier branding and advertising agencies, including the New York City offices of Futurebrand and Y Brand/GSW. During that time, he led development of brand identity and design campaigns for a host of companies in the technology (Microsoft MSN, AMD), financial (Fleet Financial, KPMG) and health care (Eli Lilly, Merck) industries, among others.

More recently, he spent 10 years at PALIO, headquartered in Saratoga Springs, where he served as Senior Vice President, Director of Design and Co-Founder of the PALIO Design Experience Lab. Holguin was responsible for overseeing multi-disciplinary projects across the company’s Saratoga, New York City, and Irvine, California offices – serving Fortune 500 and health care industry clients such as AstraZeneca, Bristol-Myers Squibb, Vertex Pharmaceuticals and InVentiv – and helped to drive 20 percent annual revenue growth for eight consecutive years. 

“I jumped at the opportunity to join id29, to work with a talented and passionate team, and to be part of an agency with exciting plans for growth, ” said Holguin. “I am passionate about creating brands that make people think, smile or tell a compelling story. With id29’s superb branding and design chops and customer-centric approach to doing business, I look forward to exceeding expectations for our clients.” 

The addition of Holguin is the latest in a series of hires that support id29’s plans to rapidly scale its talents, capabilities and resources. Fueled by a significant private investment announced this summer, the agency plans to double both employment and revenue over the next three years, focusing on providing services in the areas most critical to client success: Web & Digital Marketing and Employer Brand Strategy.

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