Client: Carl Friedrik
Year: 2025
Project Overview
Art Direction, Digital Design, Campaign Creative
Software: Adobe Photoshop, Adobe InDesign
Software: Adobe Photoshop, Adobe InDesign
I was tasked with creating a visual identity and digital campaign for Carl Friedrik’s new Arctic Grey Collection. A premium range of hybrid aluminium luggage designed for the modern traveller.
The goal was to position the collection as a luxurious yet functional product through a refined design system that could live across multiple touchpoints, including print, digital and advertising.
My Approach
Inspired by the collection’s minimalist elegance and engineered craftsmanship, I developed a cohesive visual direction that feels timeless, aspirational and distinctly Carl Friedrik.
Drawing on cues from luxury fashion and travel brands, I crafted a tone that blends sophistication with subtle utility, highlighting both product performance and visual appeal.
The project included the design of a multi-page product brochure alongside a clean and immersive landing page. Each execution emphasised clarity, precision, and elegance, using a neutral palette, strong typographic hierarchy and a balance of lifestyle and close-up product imagery to create a consistent and high-end look and feel.
Rationale
The visual language centres around the themes of timeless luxury, quality craftsmanship and effortless travel. I used generous white space, clean grid systems and structured layouts to create an editorial-style experience, allowing the product to speak for itself.
Interactive elements on the landing page enhance engagement while maintaining simplicity. Across all formats, the designs communicate a clear message: this is luggage made for those who move with purpose and style.
