A brand manifesto that hit so close to home, it became the writing on the wall.

The work: Away was growing at a fever pitch and needed to evolve from being just about luggage to being about travel writ large. Inspired by the insight that any trip can become a chance to change how we see the world, I worked closely with our strategy team to forge a brand purpose around the idea of transformative travel. Away liked my manifesto so much, they plastered it on their office walls.

What I did: Partnered closely with the strategy team, wrote the manifesto

Agency: Giant Spoon