Lilac Flower

Samsonite & American Tourister

Maintaining two unique visual identities under the same parent company without market overlap.

Client

Client

Samsonite Group

Samsonite Group

The Objective

The Objective

Tailored dual-brand positioning for two radically different demographics.

Tailored dual-brand positioning for two radically different demographics.

Deliverables

Deliverables

Social Retainer Lifestyle Photography

Social Retainer Lifestyle Photography

Role

Role

Senior Art Director

Senior Art Director

Year

Year

2023-2024

2023-2024

TRAVELLOSOPHY VS. VIBRANT FUN.
We engineered contrasting visual languages. For Samsonite, a minimalist, high-contrast aesthetic portraying travel as a life philosophy. For American Tourister, a bold, highly saturated "pop" art style focusing on energetic lifestyle convenience.

Directed the high-profile "Happy Flyday" collaboration with 100Most for American Tourister. Successfully managed end-to-end creative retainers that resonated perfectly with both premium business travelers and Gen-Z adventurers.

Directed the high-profile "Happy Flyday" collaboration with 100Most for American Tourister. Successfully managed end-to-end creative retainers that resonated perfectly with both premium business travelers and Gen-Z adventurers.

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