Tumi
Digital Strategy
Experience Design
John Cornette, ECD
Taylor Lucas, ACD
Kim Froude, ACD
Ruven Afanador
Tumi launched their Latitude collection by taking the bag on a journey around the world on the 46th parallel—proving it’s ingenious design allows it to perform in any environment. I supported this campaign by developing digital platforms and experiences that brought the story onto the web.
I worked with the team to define and design a look and feel for the campaign that worked with the existing Tumi brand but also provided new functionality. We introduced new interactive components to romance the details of the product and extend the story onto the web.
I designed a hub where fans could easily follow the bag’s journey. Users could explore the main films, watch b-roll footage, read journal style notes from the road, and dive into more detail with immersive 360˚ location experiences. The goal was to create a digital home for Tumi to take advantage of all the content they captured.
We designed and tested several iterations before choosing a concept similar to a filmstrip. This layout ultimately felt like the best experience for the assets we had and the most cohesive with the Tumi brand.
Each of the main locations was supported by a landing page that followed the specific itinerary and called out features of the bag highlighted in that destination.
A visual journey exploring the power and persistent relevance of MLK’s words.
