I focused on bringing a more expressive dimension to a brand built on utility. Through unexpected details, playful ideas, and fresh storytelling, my work expanded Away’s design vocabulary while preserving the functional rigor at its core.

Collaborations like Disney and Pixar’s Toy Story 5 and the introduction of new novelty product categories opened fresh territory for the brand. Building on Away’s millennial roots as a DTC unicorn, these projects brought collectibility, self-expression, and a more playful cultural perspective into the mix, creating new opportunities to connect with the Gen Z and Alpha market.