BRIEF – to create a box set of city guides for Tumi, which was to be a response to the Louis Vuitton City Guides. The content was going to be aimed at a Work, Rest & Play market of leisure and business travellers.
PLATFORM – printed books sold in their stores globally
CONTENT – the content needed to take into account the demographics of Tumi luggage owners, the reasons they were travelling and then to carefully select and curate a series of listings and images based on their requirements.
DESIGN – the books needed to be beautifully designed and a material was selected that was both colourful and sophisticated, while fitting in with the branded box that Tumi were supplying.
RESULTS – the books were distributed globally through the Tumi stores and the entire print run sold through over a 12-month period