The Considered Agency

Considered is a global hospitality branding agency working with hotels, restaurants, private clubs, and lifestyle destinations. Founded in 1999, the practice has operated as IdeaWork Studios, Once Upon a Time Hospitality, and now The Considered Agency. Founder Jay Schwartz has led every project across all three names.

Brand strategy sets the positioning and voice before any design work begins, built for hotels, resorts, restaurants, and private member clubs rather than adapted from generic marketing strategy. Naming is tested against the room rate, the market, and the competitive set, not just the mood board, and spans new hotel openings, restaurant concepts, resort rebrands, and multi-property groups. Identity systems, logo, mark, color, type, and the rules that hold them together, are built to work on a key card sleeve and a building facade alike. Content covers website copy, campaign concepts, photography direction, and menu language, all written in one voice. Digital experience design spans sites and booking flows, engineered so the path from search to reservation stays short.

Senior-level talent leads every engagement. No junior hand-offs, no agency bureaucracy.

Clients include Waldorf Astoria, EDITION, PUBLIC, SIXTY, Fairmont, Kimpton, Gurney's, Casa Cipriani, Jean-Georges, Le Bernardin, Major Food Group, and the NoMad.