TUMI Brand Documents

TUMI Brand Profile

In Winter 2025, I worked with TUMI’s Head of Creative Services, Creative Director, and SVP of Global Marketing to refresh and streamline the TUMI Brand Profile—an overview of the brand for third-party stakeholders. See it all here.

TUMI Brand Bible (WIP)

I am currently collaborating with the above individuals on an internal Brand Bible that will provide comprehensive guidelines for TUMI’s visual identity, tone of voice, brand muses, and more. See an example here.