Work
Pelican TRVL
Pelican is the world’s largest manufacturer of high-performance protective cases and rugged gear—trusted by military, aerospace, and law enforcement professionals. With the launch of TRVL, they entered the premium luggage space, blending their legacy of durability with modern travel aesthetics.
Pelican had no existing digital presence, marketing assets, or UX strategy for this new line. My role was to lead the design of a scalable eCommerce experience that aligned with Pelican’s rugged heritage while introducing the brand to a new demographic of travel-focused consumers
The Outcome
Designing the TRVL Line from the Ground Up
I began by flying to Pelican’s LA headquarters, meeting with leadership, and reviewing prototypes. With no established creative direction, I helped align cross-functional visions, conducted a competitive audit, and kicked off a phased design strategy that covered IA, wireframes, visual direction, and final UI design.
From there, I developed an image-driven system that could scale with evolving content and future SKUs. I implemented large-format carousels to showcase multiple colorways and accessories, and created a product comparison UI that empowered users to confidently explore options.
The end result? A TRVL shopping experience that was visually compelling, performance-oriented, and modular enough to grow as the brand evolved.
The Impact
Setting a New eCommerce Standard
Despite working with limited assets and tight timelines, the TRVL pages launched as the most successful on the site. The eCommerce director noted they were the highest-converting landing pages Pelican had ever launched—and they are now the template moving forward for future product rollouts.
Services
UX Strategy
Information Architecture
Wireframes & Prototyping
Web Design
Design Systems
Stakeholder Workshops
Bringing Heritage Into the Future
The TRVL line required a visual shift: rugged, but not tactical. Adventurous, but accessible. With no lifestyle photography to work from, I sourced placeholder imagery and established a visual direction that ultimately influenced the final photoshoot and marketing collateral.
A Flexible UI for Ongoing Growth
From home to collection and product pages, I designed with scalability in mind—allowing new products and assets to be seamlessly integrated over time. This included carousel modules, image layering techniques for early staging, and content systems that could adapt as inventory expanded.
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