Standard Black LA NY

Flint Park

A focused collection of tennis essentials, Flint Park was founded on a deep passion for the game, and an equally strong commitment to environmental responsibility. It’s high-quality, sustainable, tech-forward performance wear that bridges the gap between the needs of the seasoned pro, and the traditional consumer.

Mack Weldon

How do you successfully launch a new program of men’s performance basics on a web-based delivery model? When Standard Black developed the Mack Weldon brand from scratch, we drew on our ability to align big ideas with actionable objectives.

John Hardy

John Hardy had a compelling story, and a unique product that’s made sustainably. But not enough people knew this, and the brand tended to blend in with the competition. They partnered with us to tackle the challenge, and unlock the potential, of a rebrand that spoke to both a heritage story and a unique luxury product.

Black Opal

Since 1994 Black Opal has offered award-winning, high-performance makeup and skincare products grounded in the belief that “Beauty comes in all shades”. Reimagining their identity was an opportunity to express this core value, and to bring to life the bold attitude that informed the brand, and their loyal customers.

Flying Embers

From the very beginning, Flying Embers’ hard beverages have been infused with gratitude. Through their nonprofit arm, the Embers Foundation, they dedicate 1% of all revenue from their hard kombuchas and seltzers to help first responders nationwide; through wildfire prevention and education, real-time natural disaster response, and recovery.


Standard Black’s unique partnership with Aéropostale impacts and shapes all aspects of the brand. From the overall aesthetic, to season concepts, to campaign executions; our work has helped evolve their purpose to one of inclusion and unity, and transformed the business into a go-to retailer for the Gen Z consumer.


We partnered with Lifeloom to launch the company’s new innovative line of sleep products. Lifeloom engineered an advanced fabric to provide a cleaner, drier, hypoallergenic sleeping experience. Scientifically tested, and the only FDA-cleared bedding available - Lifeloom provides sleep solutions for those who live with acne, eczema, psoriasis, menopause, and various skin conditions that can undermine a good night’s rest. We developed the brand’s logo and identity by reframing what living with a skin condition looks like, with a focus on the healthy side of life that uninterrupted sleep provides.


Pomelo, a popular European haircare brand, was perfectly positioned for a complete identity refresh.
They had built a healthy social following relying mostly on influencers, but needed a more cohesive, elevated look and tone to take things to the next level. It was an opportunity to not only refine the visual elements of the brand, but also to reposition them as a more desirable choice when the influencer marketing status quo had nearly run its course. Starting with a sophisticated new word mark, we created the new identity from the ground up. Logos, color palettes, and packaging design redefined the brand’s visual foundation; which then influenced new art direction, photography style, website design, and a refreshed tone of voice. The results speak to the brand’s DNA: fun, bright, the healthiest ingredients, and confidence without compromise.


Rewilding Argentina is a nonprofit organization that protects, restores, and “rewilds” ecosystems throughout Argentina. In partnership with Lookfar Conservation and Tompkins Conservation, they are committed to expanding, and “rewilding”a large area of the country’s environmentally significant El Impenetrable National Park, specifically the chaco region.

Goodline Grooming Co.

Guys want to look good and feel great, but they want straight-forward and effective products that give them confidence. CVS asked us to create a new men’s grooming brand that provides guys precisely what they want: simple yet good for you products—knowing that catching the attention of grooming-minded guys isn't easy.

Colt 45

Colt 45 drinkers know who they are, and they know their lager.
But for loyal fans everywhere, their brand of choice was in need of an update, and some of its past identity – “Works Every Time” we’re looking at you – did not age well. Colt came to us with a challenge; refresh the brand, with respect.

It’s a drink people are proud to hold in their hand. We set out to make it look the part. Completely redesigning the brand’s visual world from the ground up, refining the elements that worked, redefining the rest.


From brand-building stories, to promotional content and social initiatives; as AOR for all of CVS Beauty, we’re both brand stewards and beauty experts – always striving to create a relevant voice in the beauty space and a cultural position for the brand. Every campaign crafted to elevate CVS in an ever-growing beauty market.

Adidas Y-3

Y-3 is the iconic partnership between Adidas and Japanese fashion designer Yohji Yamamoto. Y represents the celebrated designer and master tailor. The 3 represents the iconic three stripes of Adidas. Together, since debuting in 2003, the two have been transformative in the world of fashion, and continue to innovate modern-day aesthetics and apparel.

Our long-standing relationship with Y-3 touches all components of the brand, from global campaigns to special capsule collections.


It’s a simple truth. Once people experience Cash Back with Rakuten, they just can’t help talking about it. This insight drove an awareness campaign that needed to explain what Rakuten is and what they do, but also had to entertain. From the World Series to Super Bowl Sunday and beyond – our Cash Back Enthusiasts (including Stephen Curry) have found a huge audience as they managed to turn everyday conversations into lessons on Racking up Cash Back.

Bergdorf Goodman

As a leading fashion authority for decades, and a singular destination for shoppers from around the world, their image is as iconic as the labels they showcase. Standard Black has continued to deliver the level of craft and aesthetic sophistication expected from this storied brand. From editorial content, to lookbooks and digital campaigns – each collection its own story, yet tied together by the promise of Bergdorf Goodman luxury.

Temple Athletics

Temple University’s Athletic Department wanted to re-inspire their players, coaches, staff, fans and recruits by rejuvenating the Temple Athletics brand.

Taking inspiration from the school’s beliefs and athletic history we created “Greatness Doesn’t Quit.” The new brand platform captures Temple’s passion and dedication to the craft, inspiring all to strive for a greatness–on and off the field–regardless of wins or losses.


King Koil, global bed industry leader, tasked us with repositioning their brand. We began with a deep dive into the brand’s rich history, injecting it with insights for today’s consumer.

We created King Koil’s positioning, creative direction, tone of voice, logo and video assets rolling out across TV and digital. A new logo type treatment with secondary marks improved readability in both digital and analog environments. A updated color palette and tone of voice elevated the brand’s message of affordable luxury while maintaining its original DNA.

Irving Farm

Irving Farm New York opened its first café in 1996 on Irving Place in Gramercy Park. To highlight the brand’s loyalty to its home city, the iconic brewing and roasting company invited Standard Black to reimagine its visual identity through creative direction, branding, and packaging that celebrates the brand’s native New York roots.

Willy Chavarria

Willy Chavarria is a menswear focused fashion brand capturing the heart of the world movement through design and social responsibility. Our goal was to highlight the brand aims to focus on twin philosophies of quiet elegance through disruptive forward thinking fashion.


Medium—a pioneering online sharing platform for social journalism—asked Standard Black to devise a creative solution for content management and promotion, reflecting our emphasis on cultural innovation through strategic storytelling devices.


Fucking Young!—a fashion and lifestyle publication that documents youth culture in the current moment—invited Standard Black to contribute editorial to a special issue that presented reinterpretations of the concept of family. The issue challenged outdated notions of happiness, love, and connection.

Smith & Cult

We like the way Smith & Cult thinks. They’re a leading edge beauty brand with a disruptive perspective on an industry that loves to repeat itself.

Over the past year, we’ve worked hand-in-hand to rebuild the brand from scratch – helping them redefine their look & feel, launch new products like Blackdrop primer. With imagery that speaks to gender non-conforming, non-binary looks and a voice that allows makeup fan to explore the most unexpected vision of themselves, Standard Black and Smith & Cult are going to strike a big, loud chord in 2019.


Kluft handmade mattresses have long been associated with American-made quality and luxury, known as the mattress of choice for Hollywood icons. Standard Black complemented this legacy by using our visual and cultural acumen to create a new sensibility that speaks to the 21st century luxury consumer.

Barry's Bootcamp

Seeking to leverage the strong reputation of its workout routines, Barry’s Bootcamp devised a new initiative to inspire members to push themselves beyond their comfort zone. Tapped for creative direction, casting, production, and video content, Standard Black drew from our experience working with top athletic teams and performance brands to craft a campaign that motivated Barry’s members with assertive images and storytelling.

Amazon Core 10

Recognizing Standard Black’s strength in building brand identities at the nexus of fashion and athletics, Amazon invited us to create strategies for the launch of a new label the online retailer would be offering exclusively through its site. With the launch of Core 10, Amazon sought to carve out a niche in the worlds of women’s performance apparel, adding to the retailer’s growing list of private label brands.

Physicians Formula

For the past few years, Standard Black has partnered with Physicians Formula for an elevated rebrand and campaign that explores the healthier side of the growing masstige beauty market.

Amazon Obsidian

Returning to collaborate with Amazon after launching the online retailer’s private label athleticwear, Standard Black crafted an identity for its new women’s and men’s sunglasses initiative. Obsidian is defined by its craftsmanship and “updated classic” silhouettes, so Standard Black created branding and imagery that highlights this refined sensibility.


When Sephora was ready to launch PLAY!, their monthly sample subscription program, they wanted to create deeper connections with their customers, and sought out Standard Black’s expertise in creative digital content to develop a dynamic new platform.


Award-winning jewelry designer Candice Pool Neistat created her new brand Billy! in 2016. Standard Black
drew on its expertise in revealing the true character of a brand to tap into the label’s core identity, defining
Billy!’s playful persona through memorable imagery and evocative design.


Recognizing Standard Black’s extensive experience with sports and fashion branding, Nike sought our vision to develop the visual identity of a bold new take on the classic football cleat, helping to showcase the brand’s stance at the forefront of on-the-field technology.


Phlur is an innovative fragrance brand, leader in the direct-to-consumer fragrance market. They create stunning fragrances, designed with leading perfumers and a nod to sustainable practices for online-only sales. Standard Black were engaged to translate Phlur’s identity into impactful packaging and provide a memorable customer experience. Standard Black created bottle deco treatments for the full product offering, secondary packaging, sampler packs and an all-encompassing shipping experience.

Todd Snyder x Champion

Standard Black has fostered an ongoing creative partnership with Todd Snyder, a New York–based menswear designer known for his distinctive tailoring and timeless sensibility. For Snyder’s collaboration with the iconic athletic apparel brand Champion, we utilized our innovative approach to menswear branding to evolve the partnership’s images and storytelling over several iterations. By capitalizing on and uniting the legacy of both brands, we were able to create an authentic, hybridized vision.


Created for young, passionate sports fans who love the look of vintage T-shirts, Tailgate is an all-American sports apparel brand founded by New York menswear designer Todd Snyder, the brand’s creative director. As long-standing creative partners with Snyder, Standard Black was invited to art direct and produce the brand’s inaugural photo shoot.

Free Country

Free Country had been making quality, affordable outdoor apparel for 30 years, but lacked the awareness the products deserved, and the online shopping presence needed to compete. They came to us with a dual challenge: a complete brand refresh to give them renewed purpose and create interest, and to build a new e-commerce experience that fulfilled the brand promise.