Botkier had lost its early aughts luster. The brand was in desperate need of both a reposition and brand presence. A new younger market was identified, the brand essence was cemented in New York, and work was crafted for the audience. Bella Hadid and Meghan Collison served as faces for the image making and brand content. With clever casting and the logo switch to add New York, we captured attention, sales results, and positioned Botiker as a key player in the mid-tier handbag game.