AWAY and Here Magazine are sister companies with two separate identities. To unite the brands, I developed a new design system, improved web navigation flow, and created an interactive color discovery feature called the "Color Passport".view solution
AWAY is a direct-to-consumer luggage company with a strong following among young travelers. The brand has seen strong success from their social media strategy and influencer following.
Here Magazine is a travel and lifestyle magazine available in print and digital. The publication features curated travel guides, complete with stunning photography, exclusive interviews, and personal essays.
Elevated brand principles and color naming based off of Here's magazines city guides
Eliminating nested pages, creating four nav tabs: Shop, Personalize, Discover, and Get Inspired
Interactive lookbook exploring new color-ways with links to matching Here city guides
As I began my process for my redesign, I created four brand principles that became the foundation for my design system and feature sets.
AWAY is a contemporary brand designed for the modern traveler. We seek to capture the hearts of those individuals who are dedicated to the discovery of beautiful things. Designs should be forward-facing and relevant but also respectful of the traditions from which they are derived.
Personalization should be at the forefront of our designs, whether it be product or digital. Just as we design thoughtful products for the traveler, we should create thoughtful, accessible, customizable experiences for the shopper. Design should feel intimate, like it was tailor-made for the individual.
Design should be minimal but exciting. The viewer or buyer should feel refreshed after buying our product or visiting our site. There should not be too much distraction. The experience should feel effortless.
We're in the business of exploration and discovery. Our designs should encourage our community to explore together and inspire others to do the same.
As it exists today, AWAY's color palette is very basic. The primary colors are Black, Navy, Green, Asphalt, Coast, White, Sand, Blush, and Brick. In renaming the core color palette, I decided to take city names from Here Magazine's city guides and apply them to the existing nine colors.
While luxury travel consumers tend to be older and with higher incomes, younger generations are increasingly becoming the trendsetters in wanderlust and seek affordable options that still look sleek. AWAY's average luggage prices for roughly $200 per unit. That's a steal compared to $1K+ for a competitor item from Tumi or Rimowa. Yet, compared to other mid-priced competitors like Samsonite or Delsey, AWAY presents an alluring image of exuberance, refinement, and luxury.
Here Magazine creates custom city guides for famous locations such as Jaipur, Ubud, Madrid, and more. Every city has its own flavor and flair that presents itself through architecture, color, and pattern. AWAY represents the functional aspects of travel while Here Magazine provides the entry way into exploring the lifestyle aspects of travel such as adventure and aspiration.
This was my first UX/UI project at Brandcenter, and it was quite terrifying at first. I made a lot of mistakes early on, but I kept improving. Doing the project again a second time felt exhilarating, knowing now that I had the confidence in knowing I had done it before. If I had more time to dedicate to this project, I would love to consider building the feature out for mobile and also invite more user feedback to keep improving the navigation flows.