Pack-It™ has always been at the core to Eagle Creek's story, and they were actually the first to develop the packing cube. Beginning in 2019, I led the full visual refresh for this flagship line, which included everything from new product photography and campaign videos to instructional content, in-store & digital ads, and social assets.

The goal was to show how each piece can fit together perfectly like a colorful, Tetris-style system. We shifted away from a traditional top-down angle and added a three-point perspective to allow customers to see the structure and depth of the product. We also leaned into a more light-hearted tone for our messaging to emphasize the feeling of "packing bliss" and a positive spin on an exhausting travel step.