“TUMI.Zip”

TUMI Suitcases

Insight: Your bag is the one thing you can control when traveling.

Big Idea: Zip up the chaos.

Tools: Figma, Photoshop, Illustrator, Premiere Pro

Copywriter: Yanyue Hua

Outline of a web address 'MU.ZIP' with the letters integrated into a house-like structure.

Case Study

Organization App

An app that utilizes AI to assist users in packing their bag for travel. Users start by selecting if they want to pack or search their bag. When packing a bag, users select their bag and input details about their trip, then the app suggests exactly what to pack. Next, users simply take photos of their items and watch the suitcase organize itself. If they decide to use the search feature once their bag is packed, just look up the item and the app will tell you exactly where it was packed.

Mobile phone screen displaying a luggage selection interface for Tumi, with six different black travel bags and a red continue button.
Mobile phone screen showing a red interface for selecting a luggage bag, with a prompt asking for trip details and a form to enter destination, departure date, and reason for travel.
A mobile phone showing a hotel room scene with a neatly made bed, a suit jacket, a bundle wrapped in a blue cloth, and a red banner with the text 'LET'S PACK' at the top.
Open blue suitcase packed with clothes, sunglasses, a notebook, and a map, displayed on a phone screen for travel organization.
Mobile app screen with red header and black text that reads 'WELCOME' and 'TUMI' logo. The screen displays two sections: one with a photo of an airplane taking off at sunset labeled 'New Trip: Pack A Bag,' and another with a blurred image of people in an airport labeled 'Existing Trip: Search Your Bag.'
A smartphone screen with a red header reading 'SEARCH YOUR BAG' and a logo in the top right corner. The search bar is typed with 'ch', and a list of items including charger, chapstick, chain, change of clothes, and chaffing gel is displayed below. The on-screen keyboard is visible at the bottom.

Print Ads

A black backpack with a built-in screen displaying a computer window with folders labeled Passport, Wallet, Phone, and Still_lost, showing digital file organization for travel and business trips.
A rugged black electronic device resembling a briefcase with wheels and a handle, opened to display a computer screen. The screen shows a file explorer window with folders named Charged_everything, Brought_cables, Extra_backup, and Wrong_charger, among others. The device appears to be designed for portable use and professional work.

Outdoor Posters

Indoor airport terminal with travelers walking and carrying luggage, large digital advertisement display showing a laptop with folders, bright natural light from windows.
First BBQ
Cinnabon-ed
Mobile app screen showing a welcome message for TUMI with images of an airplane taking off and a bag search feature.
Smartphone screen displaying the logo for TUMI.Zip with the slogan 'Organize Your Bag' on a red background.
A black TUMI briefcase with a laptop displaying a file explorer window with folders named Planned_outfits, Backup_outfits, Extra_backup, and Wore_one, against a plain gray background.
Airport terminal with chairs, large window showing airplanes on the tarmac, and a digital display with a backpack and digital files.