With increasing competition from a variety of areas TravelSmith embarked on the road to a major rebranding. I was tasked with exploring a redesign of the logo and the cover of the print catalog—the cornerstone of TravelSmith’s creative direction. Information on their target audience determined their love of travel require focusing on compelling aspirational travel imagery. These explorations ditch the iconic airplane that had been part of the company since it’s founding in favor of a simpler, more typographical approach that could easily be adapted to the web.