Rigorous research, elegant design, and delicate diplomacy combine to turn the world’s leading luggage manufacturer into a truly global brand.
The Challenge
After their various international divisions had developed distinct regional web sites, the world’s leading luggage manufacturer found itself in a global brand identity crisis. Like so many multinational companies before them, the Internet forced Samsonite to embrace the idea of a truly global brand for the very first time.
The Solution
The inherent conflicts presented by such an unprecedented corporate integration of business, brand, and technology issues demanded a highly organized and well-structured team of business strategy, customer experience, and technology personnel. We interviewed stakeholders in six countries, conducted brand workshops in various regions of the world, and developed a comprehensive approach to online branding and customer experience.
Numerous visual design approaches were reviewed until an elegant, photo-centric approach was universally adopted. The most significant functional design solution was an innovative Product Selector console that gave the user successive and simultaneous levels of browse and search functionality.
After agreement was reached on business rules, product lines, shopping features, technology infrastructure, and the foundations of a global brand, the European and American divisions became locked in a battle for dominance over the development phase of the project. Our job suddenly evolved into one of savvy diplomacy, encouraging momentum on work that could easily stall amidst a lack of consensus.
Client Quote - “Russell was indispensable as the creative strategy lead for this large, complex, multinational project.” –Mike Zucker, VP Marketing & Merchandising, Samsonite Corporation
The new Website received rave reviews across the board, including a veritable love letter from Brandchannel.com.
