CARL FRIEDRIK
Branding
Billboards — 2024
For the billboard concept, I created three distinct landscape designs, each with its own approach to capturing attention in a high-traffic environment.
The first focuses on the premium material of the Arctic Grey luggage, using minimal text and just the logo to emphasize the product’s high- quality craftsmanship.
The second highlights the full product range, featuring a 360-degree view of the suitcase to showcase its versatility and functionality.
The third takes inspiration from the minimalist black-and-white newspaper style, incorporating close-up shots of the luggage for a more editorial, detailed focus.
Each design integrates clear and direct calls-to-action to drive engagement and encourage the audience to explore further.
Leaflets — 2024
The brochure features a double-sided design inspired by a boarding pass, blending travel aesthetics with premium luxury.
On the front side, a close-up shot of the Arctic Grey Luggage showcases the suitcase’s craftsmanship, with a focus on its sleek design and premium materials.
This side evokes the feeling of an exclusive, high-quality travel experience.
On the reverse, the design shifts to a more lifestyle- oriented layout, incorporating additional details about the product’s features and functionality.
This side also includes playful travel references, such as “Passenger Name: [Your Name],” “Gate: CF01 (Carl Friedrik 01),” and “Flight: Arctic Grey Edition,” reinforcing the idea of upgrading your travel experience.
Landing Pages — 2024
For the Arctic Grey Luggage landing page, I designed four distinct propositions, each offering a unique balance of visual storytelling, product focus, and user experience.
The goal was to maintain Carl Friedrik’s minimalist and premium aesthetic while exploring different ways to engage the audience.
Each design carefully integrates a strong hero image, key product features, and a seamless user journey that encourages exploration and conversion.
Some layouts emphasize bold imagery and immersive storytelling, while others prioritize clean functionality and ease of navigation. Attention was given to typography, spacing,
and interactive elements to ensure an elegant and refined browsing experience.
By creating multiple variations, I aimed to explore different ways of presenting Arctic Grey in a sophisticated and compelling manner, while keeping the essence of Carl Friedrik’s brand identity at the core.
Newspaper Catalogue — 2024
For the print ad, I designed two full-page newspaper covers, both embodying the refined elegance of the Arctic Grey Luggage while maintaining a clean, minimal aesthetic in a sophisticated black-and- white tone. I used a mix of the brand’s signature typography and an elegant typeface to enhance the premium feel of the design.
The first cover focuses on the details, featuring close-up shots that highlight the craftsmanship, materials, and thoughtful design elements of the luggage.
The second cover takes a more lifestyle-driven approach, incorporating editorial-style photography to showcase the suitcase
in real travel scenarios, emphasizing its functionality and effortless luxury.
Both covers include a concise yet impactful tagline and a clear CTA inviting the audience to explore the collection, ensuring a balance between aesthetic appeal and effective communication of the Arctic Grey Luggage’s unique selling points.