A launch campaign that made the city the muse, the maker, and the message.

I led the narrative for Made by NYC, the campaign that turned Theory’s new brand identity into a love letter to its hometown. New York wasn’t the backdrop, it was the brief. The work spotlighted real New Yorkers and the places that made them, pairing Theory’s quiet confidence with the city’s creative pulse. We built a world where a city block could sell a blazer, and a brand that finally sounded like the place it was made by.