BRAND IDENTITY / CREATIVE DIRECTION / DIGITAL EXPERIENCE
New York makes you earn your place. Keeping a creative studio going here means earning it again and again, every day. In reimagining Hudson Yards Loft Studios’ visual identity and website, Joe Lombardo and Curated Artists began with what James Weber and his team have already built: a place where photographers, filmmakers, crews and clients can come together and make the work happen.
The brief was to give that reputation a clearer, more distinctive expression—one that carries the character of the lofts into every part of the digital experience.
A reputation, made visible.
An editorial serif, generous spacing and an ivory-to-slate palette establish the new visual language. Soft blue-gray gradients, fine outlines and considered framing give the pages structure while allowing the studio imagery to breathe. The identity balances the loft’s architectural character with the precision expected of a working photography and film studio.
The new Hudson Yards Loft Studios artwork brings that direction into a single image: expressive typography, the light and texture of the space, and a simple statement of intent—“A reputation, made visible.”
A studio experience, clearly told.
The website gives the two Manhattan loft studios and rooftop their own identities within a coherent whole. Studio information, equipment, downloads and directions are easier to find. Contact details become clean, purposeful actions, with booking and production inquiries given a clear place in the experience.
Across the About, Contact, Equipment and Production pages, the same visual rhythm connects the story: strong headings, lighter borders, balanced tonal contrast and room between elements. The aim is practical as well as visual—to help a producer understand the space, identify the right resources and start a conversation.
From first brief to final frame.
The production story brings Curated Artists, Hudson Yards Loft and Black T Films together around their complementary strengths: creative talent and project coordination, a Manhattan studio base, and direction, cinematography and motion storytelling.
Film, stills and UGC sit within one production conversation, from a focused assignment to a more expansive campaign. The language follows the work itself: creative development, treatments, casting, crew, studio and location planning, shoot coordination, and post-production. Clear partner roles and selected work give that offering a visible shape.
Designed to be found.
Joe Lombardo conceptualized, designed and implemented the website’s SEO improvements as part of the broader Hudson Yards Loft Studios redesign.
The website’s Ahrefs audit score increased from 77 to 93, a 16-point improvement.
Built around the people behind the work.
This project connects brand positioning, art direction, visual identity, website copy and the client journey. It reflects the experience of James Weber and his team, alongside Joe Lombardo’s perspective across creative representation and production.
Brand strategy, creative direction, visual identity, website design and SEO concept, design and implementation: Joe Lombardo / Curated Artists
Client: Hudson Yards Loft Studios