Let's turn a hit bag into a $20M brand
As Creative Director for Bespoke Post’s Private Labels, I helped grow Halfday from a popular single bag into a $20M direct-to-consumer brand offering a full line of innovative travel gear and accessories. I led the brand from its earliest days—overseeing strategy, identity, product and packaging design—and helped launch it as a standalone DTC site, part of a scrappy team that oversaw the Shopify site, growth marketing, social media, and e-mail.
BRAND STRATEGY
CREATIVE DIRECTION
MARKET RESEARCH
PRODUCT DESIGN
PACKAGING DESIGN
CREATIVE DIRECTION
MARKET RESEARCH
PRODUCT DESIGN
PACKAGING DESIGN
GROWTH MARKETING
E-COMMERCE
CONTENT STRATEGY
E-COMMERCE
CONTENT STRATEGY
brand strategy
We built the brand strategy around our hero product—a hybrid garment duffel designed to simplify travel and eliminate wrinkles. That idea of packing smarter for long weekend trips became the foundation for our brand.
brand identity
I oversaw the brand identity across all touchpoints—including product design, packaging, color stories, brand voice, value props, and product naming.
the garment duffels
Starting with our winning hero product, I oversaw the expansion of our product assortment with new color variants, sizes, and price points. This led to the launch of our Premium Garment Duffel, which sold out in 3 weeks and increased our average order value by 23%.
weekend bags
Building on Halfday’s brand story, we introduced additional “long weekend” bags, including a double-stacked weekender, an expandable backpack, and an upcoming line of roller bags.
accessories
We infused clever functionality into all our accessories, leveraging the brand's success with 2-in-1, best-of-both-worlds products. We designed a mobile device kickstand as part of our tech kit, and a TSA liquids pouch that drops neatly into our toiletry kit.
e-comm & social
I was part of a lean team testing Halfday as a standalone DTC brand, overseeing marketing, social, and e-commerce creative. After proving the product-market fit, we were able to bring on a dedicated team, and within two years, scaled the halfdaytravel.com website into a $20M business.
credits
Creative Director, Bespoke Post Private Labels: Marcelo Cardoso
Chief Merchandising Officer: Leann Greto
Brand Managers: Jake Bronstein, Julia Fenwick
Brand Associate Creative Director: Dina Witten
Product Designers: Sarah Vergin, Evan Gleason, Tim Predzimirski
Graphic Designers: Abigail Lund, Shelly Lu
Product Developers: Meg Amsterdam, David Jaffe
Photographers: Kevin Wells, Jay Mason, Drew Gardner,
Photo Art Direction: Claire Levy, Luke Janos, Dina Witten
Chief Merchandising Officer: Leann Greto
Brand Managers: Jake Bronstein, Julia Fenwick
Brand Associate Creative Director: Dina Witten
Product Designers: Sarah Vergin, Evan Gleason, Tim Predzimirski
Graphic Designers: Abigail Lund, Shelly Lu
Product Developers: Meg Amsterdam, David Jaffe
Photographers: Kevin Wells, Jay Mason, Drew Gardner,
Photo Art Direction: Claire Levy, Luke Janos, Dina Witten
