I developed TUMI’s icon system to create a clear and consistent visual language across the website, translating product features and brand messaging into simple, recognizable graphics. Building from that foundation, I was tasked with creating a secondary illustration system for TUMI’s email marketing. During the pandemic, inventory delays made it difficult to feature specific products in campaigns, since availability could change before an email was sent. To create a more flexible solution, I developed an illustration system that extended the visual language I had already established for the website redesign. I carried over the same consistent stroke weight and restrained grayscale palette, creating illustrations that felt visually engaging while still remaining closely aligned with TUMI’s existing brand identity. The system gave the team a way to create compelling email campaigns without relying on individual product imagery.