The Standard Hotel Culture Site was probably one of my favorite projects. Serving as the Editor-in-Chief upon it’s launch, as well it’s Development Director, the staff was a delight to work with. My mission was to help capture the voice of the already cool brand and translate it into a culture site that encompassed their forward thinking initiatives. It was necessary to train specific hotel staffing (with a penchant for writing) to cover events in their respective cities — Miami, New York, and Los Angeles.
The hotel enlisted a strong social media strategy which was in constant communication with our editorial team during promotional launches as well as influential weeks including Fashion Week, Art Basel, and many others in each of the three cities. Altogether, each of the writers and social team merged into a cohesive voice that tells the story of The Standard brand.
The result? An editorialized version of the hotel chain with sharp images, clever interviews, and unique coverage of Standard’s promotions, with a strong focus on music + art + culture reflective of the Standard brand.
Digital Agency: AllDayEveryDay.
“The hotel chain has created a website which not just chronicles the glamour and debauchery of the hotel’s inhabitants, but also genuinely provides a service to those looking to find out about new ideas.
While it seems that companies right and left have been launching their own blogs, The Standard has genuinely formed a culture site which not just chronicles the regular glamour and debauchery of the hotel’s inhabitants, but also genuinely provides a service to those looking to find out about new and interesting innovations.
Like a true online culture mag, the site features an image gallery with highlighted editorial photography and party photos shot at the hotels. On of our favorite features, “Standard Sounds”, includes a shareable music widget with free downloadable playlists curated by all four Standards, refreshed on a monthly basis and part of a larger collaboration with free MP3 downloading site RCDRLBL.
While The Standard’s offerings have consistently been ahead the times in terms of media, collaborations, and general accessibility, the true irony is that they’ve actually managed to do a better job providing cultural access than many established magazines and outlets, not to mention ones they’ve occasionally teamed up with. In truth, they are perhaps setting a template for what an organization is able to offer, one that few have been quick to pick up on. For that, The Standard is truly anything but.”
(Read the entire review on PSFK)