A 24-hour neighborhood located on the far west side of Manhattan, Meatpacking is known as one the hippest and chicest neighborhoods of New York City. Over years of growth and change designers, architects, artists, restaurateurs, stylists and corporate headquarters all have contributed to a neighborhood that is interesting and dynamic full of contrast. To breath new life into the brand that was created in 2015 our strategic approach was to leverage a range of abstract photography that harnessed unique combinations and sequences to celebrate the character of the neighborhood. We aimed to tell a compelling story through images and textures that created a visual aesthetic that is unmistakably Meatpacking. Soon after our first kick off with the team we were faced with a global pandemic and massive out cry for racial justice. Adapting through these trying times meant responding and addressing our community. In addition to the brand refresh we created two campaigns that elevated and amplified black voices while reminding the public of health and safety measures that should be observed while in the neighborhood.