For the journey you're on




My Role

Digital Strategy
Experience Design


John Cornette, ECD
Taylor Lucas, ACD
Kim Froude, ACD
Ruven Afanador


View on Figma

A hero image for this project

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.

A Tumi bag tied onto a camelAlexander Skarsgard sitting in a boat
The Process

Wanderlust meets Luxury Tech

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.

A bag image showing macro detail of the finishA Tumi bag on a street with evergreens in the background
A blueprint drawing of bag detailsA macro shot of a bag textureA 360 exploration hub A macro image of a bag textureAn illustrated map of Hungary
The Process

Interactive Journey Hub

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.

A layout concept for the Tumi Latitude hubA layout concept for the Tumi Latitude hubA layout concept for the Tumi Latitude hubA layout concept for the Tumi Latitude hubA layout concept for the Tumi Latitude hubA 360 exploration tool for a location on the Latitude journey

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.

A wireframe of the dashboard concept and notes about the functionality for developers
The interactive journey hub designed for the Tumi Latitude campaign
Location Pages

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.

The location detail page for the Latitude stop in MongoliaThe location detail page for the Latitude stop in Hungary
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