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Manchester agency rebrands New York’s laundry to the stars

Star Laundry

Manchester-based agency Toni Marino has partnered with New York’s Star laundry to deliver a new brand identity, guidelines, and website to support its growth strategy.

Star Laundry has been leading the industry for more than two decades and currently claims to service 90 per cent of all New York City hotels, including Hilton, Marriott, Sheraton, and Highgate branches. With a value upwards of $150 million and an army of 400 employees, the high-growth company is also currently undergoing a massive expansion.


The Toni Marino team worked closely with Star Laundry to create a brand identity that “reflects their expertise, quality service, and professionalism.” As a commercial laundry service specialising in hotels for the New York City metro area, Star Laundry wanted to reflect its NYC roots in the new brand identity, whilst also leaving scope for the brand to grow with it as it expands into new markets and locations.

The new brand includes a revamped logo, colour scheme, typography, and brand guidelines to ensure consistency across all mediums. The website design and build capture the essence of the brand, showcasing their simple yet trusted services, and providing a user-friendly experience. With the website now live, customers can easily navigate through the options, with clear signposting for next steps and conversion opportunities.

Following the revamp, Toni Marino will continue to support Star Laundry with a comprehensive digital marketing strategy, including ongoing Search Engine Optimisation to drive traffic to Star Laundry’s website and generate a qualified pipeline of sales leads, vital during the company’s next phase of expansion, where it needs to attract new clients to support its growth strategy

Yaakoub Hijazi, Star Laundry CEO, said: “Incredibly responsive and talented team, they put together a great brand identity and website for our company and we look forward to working together again.”

Toni Marino added: “Working with Star Laundry is a pleasure. The company’s growth trajectory and Yaakoub’s own journey share so many similarities with my own, so the project felt really personal in so many ways. It was clear that this fast-paced company had rapidly outgrown their start-up brand and were more than ready for a bold and iconic identity befitting of their status in NYC. They are delighted with the outcome and so are we – I can’t wait to see where this takes them.”

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