New York & Company, a specialty women's apparel retailer offering opening price points in 400 stores nationwide, had struggled to find a brand voice that was true to both its famous city-namesake and its hard working customers. The answer came from the women themselves, in more than 75 in-store interviews that asked them about themselves and what they liked. As much a love song to New York City in the aftermath of 9/11 as a brand manifesto, the brand book became the touchstone for designers, managers and store staff, and a labor of love for our studio.