loyalkaspar
Think Creatively. Create Thoughtfully
- Open roles
- 0
- Founded
- 2003
- Employees
- 11-50
- Offices
- 2
About loyalkaspar
loyalkaspar is a branding, strategy, design and creative production studio founded in New York City in 2003. Its work connects strategic positioning with visual identity, motion design and live-action storytelling, helping brands develop a consistent presence across television, streaming platforms, digital interfaces and physical environments. The independently owned agency operates in New York and Los Angeles.
The studio brings together brand research, positioning, naming, writing and production. Its identity work encompasses logos, visual systems, design guidelines and custom typography, while its motion practice includes 2D and 3D animation, title sequences, broadcast packaging and graphics toolkits. Live-action production, campaign creative and environmental design extend those systems into promotional films, marketing launches, installations and public-facing experiences.
Entertainment and broadcast branding
Entertainment and sports are central to the studio’s portfolio. For NBA on NBC, loyalkaspar developed a brand identity and broadcast design system for the basketball property’s presentation on NBC and Peacock. Its NASCAR on Prime work covers visual identity and streaming graphics architecture, while its Disney+ work includes logo modernization and packaging for Hulu integration.
Other projects demonstrate how the studio adapts identities across different viewing contexts. Its MTV 40th Anniversary Rebrand included a redesigned logo, broadcast packaging and toolkits for platform and out-of-home use. Work for Paramount+ encompassed launch identity, motion tools for streaming interfaces and brand guidelines. For Spectrum News, the studio developed information architecture and on-air graphics systems across regional news channels.
Beyond the screen
The agency also works across consumer technology, gaming, cultural institutions and civic branding. Projects include a unified identity and motion language for Samsung Gaming Hub, a brand audit and flexible design system for Meow Wolf, and municipal branding for the City of Waco. Its experiential capabilities include environmental graphics, stadium displays and conference activations, bringing brand systems into spaces where audiences encounter them in person.
More about loyalkaspar
Founders and leadership
- Co-founders David Herbruck and Beat Baudenbacher are identified as CEO / President and Chief Creative Officer, respectively.
- In August 2023, the studio promoted longtime executive producer Scott Lakso to Managing Director and appointed David Edelstein as Executive Producer of Business Strategy. John Levy is identified as Head of Business Development.
Typography and collaboration
The studio’s bespoke type work includes Solis for AccuWeather, SYFY Hero and SYFY Sidekick for SYFY, and MTV Gravity Grotesque for MTV. Its typography services address cross-platform use and vertical-screen legibility. The Current TV identity was developed in collaboration with Wolff Olins.
Recognition and early history
- loyalkaspar was named PromaxBDA Global Excellence Agency of the Year in 2015. The report also identifies recognition from the Clio Entertainment Awards and One Show Awards.
- The founders’ initial VH1 show-packaging commission helped launch the agency.
Notable credits
20 creditsOffices
Where loyalkaspar is based
- New York, United States
New York offices
HeadquartersAbout this office
**Office** Status: active Headquarters Address: 93 Pearl Street, 3rd Floor, New York, NY 10004 Current overall headquarters in Manhattan’s Financial District, following earlier premises at 80 Broad Street. --- **Office** Status: inactive / historical Address: 13 Crosby Street, Suite 402, New York Former SoHo premises preceding the November 2013 relocation to 80 Broad Street. --- **Office** Status: inactive / historical Address: 80 Broad Street, Suite 800, New York Opened: 2013 Former headquarters occupied following the November 2013 move from SoHo; subsequently superseded by 93 Pearl Street.
- Los Angeles, California, United States
Los Angeles office
Opened 2012
About this office
West Coast branch established in October 2012 to serve entertainment clients. Its original premises were on Melrose Avenue in West Hollywood; a current street address is not established.
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