Having completed a new consumer mission vision platform, the Timberland marketing team was ready to launch the new muse —the Adventurous Doer.

The spring photo shoot was one of the first projects cast using the new direction. Hiring the right talent, styling with nuance and balancing the outdoors with city roots was critical in quickly establishing the new brand direction. These images became the template for moving forward and provided visuals that brought the CMVP to life.

The Timberland studio photographer hit the road for the spring regional shoot. Maintaining the look and feel of the Nature Needs Heroes brand campaign ensured all assets worked together and told a cohesive story.

To launch a series of exclusive retail boots for Holiday, we pulled from the hygge lifestyle trend and the mythology of Vikings to create the Nordic Collection.

A series of photos and animations were developed for use online, in-store and across our social platforms.

“The World Is Calling You” campaign captures moments infused with color and feminine attitude to create a positive feeling and energy around Timberland women’s footwear. It was brought to life by the powerhouse duo, photographer Tory Rust and stylist Calvy Click. Paired with the hashtag #stepoutside the campaign will be paired with activations around the brand’s purpose.

To complement Timberland’s incredible flex retail space in New York City, a store specific photoshoot was commissioned. With an environment that literally brings Timberland’s outdoor heritage and love of nature to life. To reinforce the brand’s contemporary style aesthetic, black and white photos hover in the space, highlighting the varied product offering.

The goal of this campaign was to make the outdoors accessible to everyone. It was digital only and made use of existing assets. Copywriting was by me.

Each season with the completion of the seasonal shoot, global guidelines are created. These communicate a single global vision to all regions in Europe and Asia allowing them to adopt elements for their regional needs and share them with their distributors and franchises.

Infusing the brand imagery with positive energy was the visual goal for this spring seasonal shoot. New technologies revolving around rebound and lightness, also meant communicating vitality through the photography.

This photo shoot provides a pool of global images and videos for in-store and online needs. It ranges across genders, retail collections and higher-level stories. 

Each season with the completion of the seasonal shoot, global guidelines are created. These communicate a single global vision to all regions in Europe and Asia allowing them to adopt elements for their regional needs and share them with their distributors and franchises.

With ever increasing numbers of consumers purchasing directly from their mobile device via email or social media, the message and imagery need to be simple and focused to ensure engagement and click-through.

For Spring 2018, seasonal photography supplemented with studio imagery was used to tell stories around new products as well as new arrivals.

Each season with the completion of the seasonal shoot, global guidelines are created. These communicate a single global vision to all regions in Europe and Asia allowing them to adopt elements for their regional needs and share them with their distributors and franchises.

This fall included robust digital and retail direction with online banner and in-store perimeter graphics examples.

Directed the Best Then Better Now spring/fall campaign, highlighting both men’s and women’s footwear and apparel.

Building off a successful technology launch, we took the next step to extend the flexibility concept to keep it fresh and appropriate for the Spring season. SensorFlex has been a steady and trusted innovation from Timberland for several seasons. As we entered into a “maintain” phase, it was important to continue to communicate the Flexibility message with a fresh perspective to keep interest.

The overall creative concept/look and feel built off the previous season’s positioning. Two different executions were provided for this campaign featuring different products for various regions.

In 2016, an in-house studio was proposed to supplement large scale location shoots and keep up with the demand for photography and animation.

Working with the finance and facilities teams, an in-house photo studio was established, reducing turn times by 50% and saving ~$120K annually.

While Timberland has a standard footwear box, there are many specialty collaborations or limited edition products that require their own packaging. These are generally inspired by the footwear itself and meant to be collector’s items along with the boots in them.

After launching the Timberland Mountain Athletics sub-brand, a magalog was developed to further engage the outdoor consumer. An editorial calendar, content and stories were established and sourced by the in-house team.

Concepted, designed and produced fragrance, skin care and cosmetic launches, including the fragrance launch of Karl Largerfeld’s Sun, Moon and Stars and the skin care launch for Ceramide Time Complex Capsules. Other projects included seasonal model-hand out cards, direct mail and newspaper advertisements.

A pro bono project in conjunction with Timberland’s corporate social responsibility team and Hugh Locke, a social entrepreneur working to create a farming renaissance in Haiti. The organization helps feed and reforest Haiti by establishing farmer cooperatives, building export markets and farm businesses that contribute to community development. To represent this, the brand identity uses multiples in an earth-like circular form to represent the healing and alliance aspect of the program.

Safe Havens Interfaith Partnership Agains Domestic Violence and Elder Abuse was looking for a brand identity. The simple circular graphic chosen represents a human at the center of a protective embrace.

A passion project, Flora & Fauna, is an eclectic selection of New England specimens captured in stunning photographic detail. This book is a work in progress.

The challenge was to create a fun animation for the O! Romeo! brand to give their youtube channel a distinct look and feel. This playful animation highlights the doggy’s obsession with chasing balls.