Since debuting its iconic boot back in 1973, Timberland has never gone out of style. But even beloved brands need to evolve, and as Timberland grew into a global powerhouse, its brand & visual expression lost relevance with its audience.

To refresh the brand, we leveraged a few  iconic elements; the tree symbol and the orange color from the liner of their legendary boots. We created a flexible device that can be used across brand touchpoints, from products through to marketing and in-store environments. We also created Timberland Bold, a custom typeface and defined a new, fashion-driven photography style. The new brand voice and messaging hierarchy is defined by activism and advocacy, providing a bold platform to engage the Timberland community.

Agency: Lippincott
Role: Senior Partner, Creative Director