Utility Collection

// UTILITY COLLECTION //

// MISSION //

This is my initial brand analysis for Bags. It's simple but became the foundation for many projects over the years to drive business growth in Accessories.

// PROBLEMS TO SOLVE //

// INSIGHT & DIRECTION //

We started this project with extensive discussions with our Product Director and Merchandising Team to shape the brief. Seeing a need for more aspirational products at premium price points, we aligned on the goal of 'Deliver a Pinnacle Training Experience.'

// DE-COMPLEXIFICATION //

The designer lacked confidence in her sketching and often overcomplicated things on paper. However, she excelled in building and making. I encouraged her to leverage her strengths by ideating in 3D, which made her ideas clearer, more balanced, and easier to construct.

I would also constantly reinforce our design direction (Simple Geometry, Overt Functionality, and Exposed Durability) if she began to lose confidence in her approach. I was really proud of the improvement she made throughout this phase of the project.

// FACTORY ON-SITE //

Because this was a large new collection, we traveled to Dongguan, China, for an on-site factory visit. It wasn’t glamorous. The initial samples were a bit rough, but we worked through things as a cross-functional team (Design, Development, and PM), and things quickly improved.