Hannah Jurist-Schoen
Hannah Jurist-Schoen
Art Direction, UI, Digital Design
The goal of the “About TUMI” category site redesign was to elevate the brand presence by reinforcing the commitment to quality while also educating customers on steps towards sustainability, charitable giving initiatives, and ethical workplace standards.
Content was divided into 4 topics. Within each topic there were further subtopics available to explore on a horizontal navigation bar located below the hero image.
Sometimes the content lent itself to a more editorial layout. The Corporate Responsibility section offered an opportunity to showcase the beauty of craftsmanship and innovation.
The design needed to reflect the aesthetic of the brand while also showcasing factory footage and manufacturing that were different from the polished, lifestyle look of the brand. We captured new content and worked with existing content to make the section cohesive and familiar to TUMI customers.