St. Regis
School of Astor

THE GOODS
Brand Identity
Motion

We partnered with St. Regis, purveyor of Modern Luxury, on the branding for School of Astor: a recruitment and training program designed to develop true Hosts and Butlers. Our role was to develop a visual identity that reflected the brand’s storied status and exquisite service.

Inspired by an educational seal, our School of Astor logo showcases the institution’s heritage while modernizing the design to align with the contemporary St. Regis brand.

With the St. Regis monogram anchoring the seal, the logo embodies the St. Regis legacy while celebrating the prestige of its butler program.

Complementary brand animation (featured below) employs the signature St. Regis red thread to introduce the logo in digital environments.

To round out the brand, we created training collateral and promotional materials.

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