Away had always intended to grow from a luggage company to a travel culture brand. One big step in that evolution was launching a travel magazine focused on engaging stories from real travelers. Placeholder began collaborating on this project at the ground level, coining the playfully antithetical title: Here. Its graphic elements mirror Away’s branding throughout, while remaining completely distinct. Each cover considers the tactile experience with raised lettering, and a dynamic design system that gives each article its own unique expression through typefaces designed to reflect the location of its subject, and when possible, illustrations drawn by local artists.
WHAT WE DID
UX director: Travis Weihermuller