Designing the next chapter for Lug.
Turned up the volume on a solid brand—dialing in strategy, elevating quality across the board, and bringing its core values into the spotlight with clarity and confidence. Sparked stronger audience connection and set the stage for long-term growth.
Lug isn't just another travel/bag brand. They design top-tier items that blend functionality, high-level organization, and fashionable flair.
Every Lug product is thoughtfully designed with purpose, personality, and real-life feedback from their amazing community. They’re all about quality that lasts—think reinforced stitching, lightweight yet durable fabrics, and easy-clean finishes. Their streamlined designs cut the bulk without cutting corners.
Made for movers such as women, men, families, and anyone in between. Each piece is packed with smart details like dedicated pockets, water bottle holders, and key clips to keep life organized and on the go.
Lug is proudly a family-first brand, built on connection and care. At the heart of it all? Their incredible community of LugNuts. They inspire Lug daily with stories, favorite prints, and ideas that help shape what comes next. Lug listens, they learn, and they grow together.
Redesigning the Lug Experience
Lug has been a beloved brand for over 20 years across Canada and the U.S., known for its vibrant style, functional design, and loyal community. When I joined the team, it was clear the founders had a strong vision and deep passion for the brand but they needed help translating that passion into a clear, cohesive brand structure.
While the heart was there, the messaging, visual identity, and strategic framework needed refinement. My role became about uncovering the essence of the brand and giving it a defined voice. One that honored its roots, resonated with its community, and set the stage for future growth.
Brand Identity
Connecting with the founders was key to understanding their vision. From those conversations, I was able to shape a clear brand identity with defining the tone of voice, establishing brand pillars, identifying opportunities for brand extensions, and creating a cohesive foundation for future growth.
Photography Styles
During the photography review, I noticed significant inconsistencies in lighting, tone, and contrast. To create a cohesive visual identity across all markets, it was essential to define a clear, unified direction for global consistency that the photographer can use for guidance.
Email Marketing
While reviewing Lug’s email structure, I prioritized creating a bulletproof modular template—designed to improve deliverability, enhance user experience, and ensure consistent performance across all major email platforms.
Brand Partnerships
As partnerships began forming with Disney Parks, Universal, and QVC, it became essential to ensure Lug could seamlessly align with each brand’s guidelines, while still elevating Lug’s presence to stand out in each unique world.
Lug hosted its first-ever in-person event in collaboration with Disney Parks—a milestone moment designed to make a lasting impression. This exclusive VIP experience at Disney Springs welcomed top influencers for a first look at upcoming product launches before they hit the public.
To ensure the event was both immersive and impactful, every detail was carefully curated—from eye-catching product staging and branded pull-up banners to digital invitations, thoughtful giveaway items, and printed collateral. This environmental campaign wasn’t just about showcasing new products—it was about building buzz, deepening brand awareness, and celebrating the magic of our partnership with Disney Parks.
The campaign was a resounding success—sparking a surge in social media tags, boosting Lug’s following across platforms, and opening the door to new influencer partnerships for future collaborations.
