Hammitt
The Los Angeles Handbag
Client: Hammitt
Agency: Arcana Academy
Role: Art Direction, Brand Strategy, Campaign Concept
Type: Brand Positioning, OOH, Social, Digital, Video
Positioning a luxury handbag brand around the one thing competitors cannot copy: origin.
Luxury handbags are saturated with European heritage cues. Hammitt has a different truth: it is born in Los Angeles. We shifted the brand from product-first utility to a point of view: modern LA luxury.
Section 01:
The Strategic Audit
The Category Norm
Passive, interchangeable visuals dominated by European heritage codes. Women laying with handbags.
Identifying the Whitespace
Owning 'Los Angeles' provided an authentic, uncontested origin story.
Section 02:
The Insight
Authenticity is the advantage.
As LA’s fashion credibility rises, “Los Angeles luxury” becomes a clear alternative to borrowed European mythology. We positioned Hammitt alongside modern LA luxury signals, making the bag a badge of the city’s ambition and energy.
Los Angeles icons commanding global luxury tiers: Oliver Peoples, Chrome Hearts, and Czinger.
Section 03:
The Creative Concept
The Brand Icon
Hammitt’s rivet line is the most recognizable asset in the product. We made it the storytelling device: each stud becomes a micro-reflection of the Los Angeles lifestyle.
The Rivet as a Window
Transforming functional hardware into a storytelling device that literally reflects the LA lifestyle.
The Visual Territory
Active, lived-in LA. DTLA from a plane window. Red carpet POV. Joshua Tree reset. Hermosa pier surf. The bag in the moments, not on a pedestal.
The rivet reflects the authentic life of the Hammitt woman.
Section 04:
The Rollout
Visual Identity System
A consistent motion framework built around reflection environments (Urban, Event, Coastal), pairing colorways with lifestyle moments.
The Lens of Los Angeles (OOH)
Transparent transit placements. The rivet becomes a viewfinder that frames the real city behind it.
The Campaign Anthem (20s)
A 20-second film weaving desert, coastal, and social reflections into a single narrative that defines The Los Angeles Handbag.
OTHER CASE STUDIES & SELECTED WORK