Tumi
How do you take a plucky, blue-collar brand and mold it into a quiet symbol of affluent refinement?
You change the influences that carry the brand. Universal Admedia not only reinterpreted the brand’s imagery but also its purpose, redefining the essence of Tumi from pragmatic, quality carry-on to sleek, functional accessory gear. We featured CEOs and celebrities carrying their tony Tumis and suddenly the workman’s satchel is, voila, an aspirational token of svelte style and accomplishment.
