Travel Apparel Brand Development & Launch Strategy
Building a Travel Apparel Brand From the Ground Up
I created and developed a travel apparel brand from scratch — leading brand strategy, messaging, visual identity, and creative direction across photography, video, and digital assets.
The Opportunity
I identified a gap in the travel apparel market: travelers often wear athleisure for comfort, but existing options lack functional pockets and travel-specific design. This project explored how a brand could combine style, comfort, and functionality for modern travelers.
Brand Concept
To address this gap, I developed the concept of a “travel uniform” — versatile apparel designed specifically for the realities of modern travel. The goal was to combine style, comfort, and functional design, creating pieces that could move seamlessly from airport to destination while solving common travel pain points like temperature changes, security convenience, and limited pocket space.
Product Strategy
Rather than focusing on a single product, I developed a system of travel essentials designed to work together as a cohesive wardrobe for travel days. Each piece was built around solving common travel pain points — from secure pockets for passports and phones to comfortable, versatile pieces that transition easily from airport to destination.
The Customer
The brand was designed for modern millennial travelers who prioritize both comfort and style while traveling. This audience frequently wears athleisure on travel days, values functional design, and often documents their experiences on social media, making products that combine convenience, versatility, and aesthetic appeal especially compelling.
Creative Direction
I developed the brand’s visual direction to reflect modern travel culture — effortless airport style, movement, and a sense of adventure. The goal was to create a clean, elevated aesthetic that felt both functional and aspirational, aligning with the lifestyle of the modern traveler.
Launch Assets
To bring the brand to life, I developed a full set of launch assets including photography, social content, brand logo aesthetic designs, and a Kickstarter campaign video.
These assets translated the brand strategy into a cohesive launch ecosystem across video, social media, digital advertising, and product storytelling.
Brand Messaging
I developed the brand’s messaging to highlight how thoughtful design can make travel days easier, more comfortable, and more enjoyable. The language focuses on practical travel pain points while reinforcing the brand’s promise of an effortless, go-to travel uniform.
Meet You New Go-To Travel Uniform.
There & Backs will forever change your travel days.
Here’s how.
Getting ready is a no-brainer. Deciding what to wear to the airport should be as easy as pulling your suitcase out of the closet.
No more digging through your bag at security. Secure pockets keep your passport, phone, and boarding pass within reach right when you need them.
Nap on-the-go with ease. Our cross-body bag doubles as a memory foam travel pillow. Pair it with the Cloud Hoodie’s built-in satin eye mask, and your next flight might be the best sleep you get all week.
Kickstarter Launch Video
To introduce the brand and its travel-first design philosophy, I conceptualized, wrote, and produced a Kickstarter launch video that tells the story of the product and the problem it solves for modern travelers.