PUBLIC Hotels
Strategy
Brand Development, Storytelling
Creative Direction, Art Direction
Photo, Video
Marketing, Performance
Evolving New York’s Most Forward-Thinking Hotel Brand
Ian Schrager redefined what a New York hotel could be. PUBLIC — his most sustained experiment in the idea that great design, intelligence, and radical hospitality shouldn't cost a fortune — has been evolving since its inception, and Considered has been part of it for more than fifteen years. The brand's "luxury for all" philosophy is genuinely difficult to execute: it requires design that reads as expensive without being exclusionary, and a guest experience that feels curated without feeling precious. Getting that balance right at every touchpoint, across every evolution of the brand, is the actual work.
Our scope spans website design and development, creative direction, art direction, and comprehensive photo and video production. We built and continue to refine the digital experience, visual identity systems, and storytelling framework that define how PUBLIC communicates — both to the guest booking a room in New York and to the wider cultural conversation about what modern luxury actually means. The photography and video we produce set the visual tone for everything: they are the primary materials through which PUBLIC makes its first impression on every prospective guest.
Over fifteen years, we have guided PUBLIC through multiple brand evolutions — adapting the creative to shifts in market positioning, new property expressions, and the ongoing maturation of a concept that started as a challenge to conventional luxury hotel thinking and has since become, in its own way, a benchmark for the category. PUBLIC's identity today is the result of sustained creative rigor and a partnership built on a shared understanding of what the brand is actually trying to do.
