THE CHALLENGE:
Away wasn’t refreshing an existing brand. It was entering a category dominated by legacy luggage companies with an entirely new point of view. The challenge was to create an identity that felt modern, premium and digitally native while remaining flexible enough to grow with the business.
THE APPROACH:
I led the creative direction for the visual identity, establishing the principles that would guide the brand across product, ecommerce and marketing. The work included competitive research, typography, color, graphic language, photography direction, product applications, presentations and comprehensive brand guidelines, creating a unified system rather than a collection of individual assets.
THE OUTCOME:
The result was a scalable identity system that gave Away a clear visual point of view before launch. By establishing enduring design principles instead of one-off executions, the work created a foundation that could evolve alongside one of the most recognized brands in modern travel.
Role
Creative Director
Agency
COMBO
* Competitive research
* Visual strategy
* Brand identity
* Logo exploration
* Typography
* Color palette
* Graphic language
* Photography
* E-commerce direction
* Product applications
* Print applications
* Brand guidelines
* Pitch deck design