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Rebranding Exploration

With increasing competition from a variety of areas TravelSmith embarked on the road to a major rebranding. I was tasked with exploring a redesign of the logo and the cover of the print catalog—the cornerstone of TravelSmith’s creative direction. Information on their target audience determined their love of travel require focusing on compelling aspirational travel imagery. These explorations ditch the iconic airplane that had been part of the company’s branding since it’s inception in favor of a simpler, typographical approach more easily be adapted to the web.
Logotype exploration

Logotype applied across destinations