The Considered Agency
U.S.-based and working globally, we shape hospitality brands through strategy-led creative, thoughtful design, and precise execution.
STRATEGY
Brand Positioning & Strategy
Audience Analysis
Voice & Messaging
Social Media Strategy
BRANDING
Naming
Brand Identity
Collateral Design
UX & UI Design
MARKETING
Creative Direction
Photography & Videography
Ongoing Marketing
Email & CRM
Paid Search & Social
DIGITAL
Bespoke Website Design
Bespoke & Headless CMS
Managed Infrastructure
Content
Every detail matters. Every decision is intentional. Everything is considered.
Considered is a global hospitality branding agency for 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. 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.
Craft is not a flourish. It is a discipline. A point of view. A commitment to doing the work the right way.
JAY SCHWARTZ — partner, creative
Jay Schwartz is an executive creative director, designer, and brand architect with more than 30 years of experience shaping some of hospitality's most recognized brands. As the founder of Ideawork Studios, Once Upon a Time Hospitality, and now The Considered Agency, Jay has been at the table for the conception and evolution of category-defining names in hotels, resorts, restaurants, and lifestyle — Hard Rock Hotel, MGM Resorts, Caesars, EDITION, PUBLIC, and SIXTY, among others.
Jay's practice is grounded in strategic clarity, deep category fluency, and design that endures. He is directly involved in every project — every concept, every name, every identity, every expression of the brand.
Simple is not easy.
TAYLOR CINALLI — partner, Strategy
Taylor Cinalli leads client experience and strategy at Considered, anchoring each engagement with structure, clarity, and a deep understanding of how hospitality brands operate. She ensures that every phase of a project is seamless, intentional, and aligned with the brand being built.
Taylor brings a refined ability to translate creative ambition into operational reality. She safeguards timelines, shapes communication, and anticipates client needs before they surface. Her background across hospitality, brand management, and agency operations allows her to support complex initiatives with composure and precision.
