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New York, NY

The Standard

When Andre Balazs decided he wanted to create a new category of hotel that delivered the young and underserved business traveler with an experience that was “anything but standard,” Lloyd&Co. created a branding system that flouted convention at every touch point. Creating The Standard logo as well as cheeky touches that defined the customer experience, we brought a new and unmistakable brand voice to everything from the matchbooks to the sleep masks.


Services . . .

Creative Direction

Brand Strategy

Brand Identity