Halfday
Halfday Travel is a line of travel bags and accessories to help you journey smarter. They are known for their hero garment duffel bag, an original in the market.
Tasked with upgrading the overall branding, I developed a fresh creative vision with the idea of “crisp, aspirational and clever” as the guiding principles, leveraging the genius design of the bags themselves.
I crafted a new design system and devised brand and content strategies to match the updated direction, building out asset libraries, reimagining the site with countless user and A/B testing, and contributed to revamping the growth and marketing ecosystem.
This led to over a 230% increase in sales and an uptick in overall conversion rate.
General Manager: Julia Fenwick
Design Collaborators: Marcelo Cardoso, Abigail Lund, Lauren Brooks
Photographers: Kevin Wells, Jay Mason,
Caitlyn Guarano
Copywriters: Dan Bazaldua, Ben Boskovich
As Halfday began to mature, it needed a new bank of visuals to reflect being crisp and aspirational. I art directed and built a new library of assets to use to underscore the vision and upgrade the look, feel and credibility of the brand.
Working hand in hand with growth and retention marketing, I reimagined 360° campaign designs, partnership collateral, and all customer touchpoints.
In launching the premium version of the bag, we needed a hero video to showcase both the functionality and the upgraded features of the bag. It was important for the brand to come across as stylish and modern, and newly gender neutral. We shot footage in Tuscon, Arizona against a clean, crisp backdrop and neutrally styled models to allow the bags to really shine.
Designing a new homepage and new product description pages, we used new typography, photo and video, illustrated icons as well as reengineering the voice and tone in the copy.
Produced two well-performing direct mailer campaigns to raise brand awareness ahead of the holiday seasons.
Had my hands in either designing or overseeing every single email and customer communication across lifecycle flows, onboarding, product updates and overall campaigns. Helped guide organic social strategy to mirror email strategy for tighter cohesion and consistency across the brand.
