The Considered Agency

Considered is a strategy-led creative studio for hotels, restaurants, private clubs, and lifestyle destinations. Considered works across brand strategy, naming, identity, content, and digital — from personality to packaging, branding to bathrobes, keywords to key cards, site architecture to signage. The practice was founded in 1999 as IdeaWork Studios, later operated as Once Upon a Time Hospitality, and is now The Considered Agency. Founder Jay Schwartz has led every project across all three names. Partner Taylor Cinalli has worked with him for over a decade, and the two co-launched The Considered Agency together. Hospitality is the only category we serve. That focus shows up in how we name a property, how we shape the booking flow, how we balance guest satisfaction with operational ease. Senior-level talent leads every engagement — no junior hand-offs, no agency bureaucracy. Past and current clients include Waldorf Astoria, EDITION, PUBLIC, SIXTY, Fairmont, Kimpton, Gurney's, Casa Cipriani, Jean-Georges, Le Bernardin, Major Food Group, and the NoMad.