Working with Maiyet's creative director, PSA helped the brand reposition its far-flung, worldly message to incorporate New York City, too. Building on an industrial palate of neutrals PSA worked with photographer Thomas Lohr to create images with a distinctly urban feel, while still keeping travel top of mind. The subsequent accessories shoot was washed in light and shadow, almost as a memory of where the Maiyet girl was returning from or where she is planning to go next.