Brand Systems and Visual Identities. Senior Designer at Landor, previously at Design Army. MFA in Graphic Design, MICA/ BFA in Visual Communication Design, SAIC. Based in Chicago.
©2026 bynn-shen.com
Brand Systems and Visual Identities. Senior Designer at Landor, previously at Design Army. MFA in Graphic Design, MICA/ BFA in Visual Communication Design, SAIC. Based in Chicago.
©2026 bynn-shen.com
Brand Identity, Digital Experience
Agency: Design Army, 2026
Credits: (Creative Direction) Pum Lefebure, Mariela Hsu / (Design) Chloe Jung, Bynn Shen, Mariela Hsu / (Motion) Jason Chae / (Web Design) Mariela Hsu
Building upon The Luxury Collection mark, the Expeditions logo incorporates the North Star as a symbol of navigation and aspiration. The primary and secondary stamp systems reinforce the four expedition types, while Polaroid and postcard compositions evoke a sense of discovery and personal correspondence. The photography direction captures an immersive perspective, balancing documentary realism with natural light and atmosphere.
Together, these elements create a cohesive visual language across applications, capturing the spirit of exploration while maintaining a clear connection to The Luxury Collection brand.