While 2k Design is a sole proprietorship led by Kris Fitzgerald, our network of creative partners (writers, designers, web developers, cartographers, printers, facbricators, etc.) allows us to serve the needs of any client or project by assembling a team that suits the specific needs of each. While Kris handles all project management, our clients always have direct access to the team member doing the actual work. This means we are incredibly responsive and can keep our costs competitive. And, most importantly, all of our partners all share the same values, commitment to the client, and dedication to quality work—and they are all the best at what they do.
A strategic thinker with remarkable attention to detail, exceptional organizational skills, and an endless enthusiasm her work, Kris Fitzgerald draws on three decades of design, marketing and entrepreneurial experience to strategically guide the design process for her clients. One of her greatest strengths is her ability to analyze a situation, looking beyond the obvious, to create solutions that really fit the needs of a project, the client and their budget.
Prior to launching 2k Design, Kris was the Art Director/Designer for Albany Medical Center, an academic health sciences center in upstate New York. Before moving to New York, she designed marketing materials for Abbott Laboratories, Guinness, Häagen Daz, Lederle, Merke, Pepsi, Pitney Bowes, Stolichnaya, Toys ‘R Us, U.S. Surgical Corporation, and Wyeth-Ayerst in Connecticut.
Kris holds a BFA with honors in graphic design from the Rochester Institute of Technology, and is a member of the Type Director’s Club and the University & College Designers Association.
An avid roller blader, outdoor enthusiast and sports fan, Kris enjoys hiking, cycling, skiing, golfing, paddling, and travel. Each summer she and her family visit different MLB stadiums (and explore the cities in which they reside) in a journey to see all 30—they are three-quarters of the way there!
RUTH & CO. | Albany, NY
Ruth Sadinsky is the principal of Ruth & Co.—a marketing design consultancy providing targeted communication for clients across a range of industries, including; technology, the arts, primary and higher education, government, tourism, healthcare, and engineering. Her 30-year career includes serving clients in agencies as a principal art director and project manager. Ruth & Co. is a Minority and Woman-Owned Business (WBE), certified by the State of New York and The Port Authority of New Jersey.
Ruth spends much of her free time running, practicing her sourdough bread baking skills. She is also performs the National Anthem at large sporting events, or any place with a microphone and a flag.
SARAH E. BILOFSKY | Niskayuna, NY
A marketing communications consultant with experience in tourism, health care, higher education, advocacy, government and industry, Sarah E. Bilofsky has spent the past 20 years helping clients tell their story—then making sure it reaches the right audience. From overhauling a website to preparing a CEO for a tough television interview, Sarah is a team player who loves to jump in and help her clients win.
Before launching her consulting practice in 2007, Sarah was a member of the Mower public affairs team, serving as account lead for Empire State Development/I LOVE NY. A former print and radio reporter, Sarah has worked for the New York State Assembly, the American Red Cross, Chelsea Piers, political campaigns and marketing communication agencies.
DEBRA TOWNSEND, Communications on Demand | Loudonville, NY
Since launching her consulting company, Communications on Demand, in 1997, Debra Townsend has advised over 100 organizations on communications strategies, crises, and transitions. She prides herself on seamlessly become part of each team while working with them. Over the course of her consultancy, she has also stepped in to serve as vice president for communications and marketing at a dozen organizations. She is best known for her management expertise and for her consummate skills in writing and editing.
In her spare time, Debra enjoys traveling, especially if it involves the great outdoors and being on the water. During Upstate New York’s long winters, she can be found skiing, reading, writing personal essays, and playing the piano.
WEB INSTINCT | Saratoga Springs, NY
Since 1998 Web Instinct has delivered a premium experience for its clients, delivering robust, complex web solutions in a collaborative, relational environment. With clients like General Electric and Curtis Instruments, our team has vast experience from global to local partnerships, hallmarked by an ability to define and understand true project goals, and provide results that exceed expectations. Projects have included: multiple multilingual, interconnected websites; robust ecommerce and HR portals; and collation and delivery of 15 million records of data to the public, with 1 million searches per month, each occurring in less than one second. Our team relishes challenges of systems integrations and API development, with an appreciation for how our work undergirds brand, message, and marketing.