Client

Halfday Travel

Role

Brand & Marketing Creative Direction

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 GROWTH MARKETING CONTENT STRATEGY

Brand Strategy

We built the brand 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 identity and messaging.

Product Dev & Launch Plans

We quickly expanded our product roadmap with Good/Better/Best versions of our hero Garment Duffel Bag, a line of matching accessories, and additional “long weekend” bags. I led an inhouse design team to design and produce our product assortment while staying true to the brand's positioning and core target audience.

DTC Shopify & Social

I was part of a lean team that launched Halfday as a standalone DTC brand, overseeing growth marketing, organic 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.

Results

• Scaled to over 8-digit revenue within two years • Expanded from single SKU to over 20

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

Driftology

Bespoke Post

Baha Mar