All Projects

Halden

Turning vehicle interest into higher-quality leads.

Research · UX strategy · Interaction design Prototyping · Experimentation

CLIENT

Halden

YEAR

SERVICES

Branding

INDUSTRY

Travel goods

Overview

Halden is a travel goods brand creating durable luggage and everyday carry pieces for modern movement. The identity combines practical utility with a quieter, more architectural approach to premium travel.

Halden is a travel goods brand creating durable luggage and everyday carry pieces for modern movement. The identity combines practical utility with a quieter, more architectural approach to premium travel.

The problem

The brand needed to communicate durability without feeling overly technical or rugged. It also required a visual system that could work consistently across different materials, sizes, and product categories.

The brand needed to communicate durability without feeling overly technical or rugged. It also required a visual system that could work consistently across different materials, sizes, and product categories.

Design response

Treat the experience as a set of testable hypotheses.

Rather than redesigning the form once and assuming the problem was solved, I explored variations across form length, information sequence, and interaction model.

The goal was to understand which changes actually improved conversion rather than relying on design preference alone.

Key Decisions

Reduce effort without removing useful context

I tested different amounts and sequences of information to find where additional dealership context stopped justifying the effort required from the customer.

Test visibility as well as content

Modal and slide-in patterns created different tradeoffs between prominence and continuity. Both became hypotheses to evaluate rather than subjective design choices.

Impact

Graphite, warm sand, aluminium, and muted olive form the core palette. Structured typography, precise product photography, and understated travel imagery create a functional but refined identity across digital and physical applications.

Graphite, warm sand, aluminium, and muted olive form the core palette. Structured typography, precise product photography, and understated travel imagery create a functional but refined identity across digital and physical applications.

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