P003 → Banana Republic
Services: Copy and Editorial DirectionBanana Republic wanted to return to its travel roots in a meaninful and modern way. In today’s world, you need not travel far to see something new: the modern traveler leans over the edge of the everyday, and goes somewhere. This direction imbued all touchpoints, including photography, film, web, social, and editorial.
Tonally, we harkened back to the brand’s roots in travel journalism. We wanted messaging to feel like it was written in the back of a bumpy car, heading somewhere unknown. We transformed the website into a travelogue to help us get there.