To develop a brand system for their new outdoor collection, travel darlings Away came to Michael's team for an outsider’s perspective. Although best known for its now ubiquitous, rigid rectangular suitcases, this brand extension, dubbed F.A.R., would focus on flexibility.
Applying this trait to the launch campaign, we stretched the Away mark into a searchlight-like form that speaks to movement, exploration and serves as a dynamic form for product and lifestyle imagery across all channels. We similarly flexed into the physical product and packaging by reimagining Away's existing brand across these elements in a more expressive way. The result was a novel but seamless outdoor product brand, launch and campaign that still feels at home with the highly successful brand it’s built upon.