Tumi: T3 Signage

Challenges Tumi, a premium luggage company, needed a signage system announcing the launch of their new T3 line. This line was a departure from Tumi’s traditional black boxes and instead incorporated sweeping curves and ergonomic innovations into its design. Strategy MSLK sought to highlight the unique design and features of the new line. Our strategy was to focus on the details of the products and allow consumers to quickly understand the benefits at a glance. Design Bold splashes of color and dramatic photography were combined with dynamic shapes evocative of the products themselves. As the signage would be displayed next to the products, we avoided redundancy by employing tight crops of the features and highlighted the most exciting attributes. Success MSLK’s design solution compelled consumers and aided T3 in becoming Tumi’s most successful premiere line launch to date.