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.
Print Design — 2024
For the Arctic Grey Luggage campaign, I developed two full-page newspaper-style covers and a double-sided brochure, all built around a refined black-and-white aesthetic that reflects the product’s elegance. Using a mix of the brand’s signature typography and a more elevated typeface, the layouts balance minimalism with a premium tone.
The first cover highlights craftsmanship through close-up detail shots, while the second adopts a lifestyle-driven approach, placing the suitcase in real travel scenarios to express effortless luxury and functionality. The accompanying brochure, inspired by a boarding pass, blends travel codes with high-end design
featuring product close-ups on one side and a lifestyle layout with playful aviation references on the other.
Across all pieces, concise taglines and clear CTAs ensure the campaign remains strategically effective.
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.