DSW partnered with Timberland to highlight fall styles and elevate storytelling on their blog. The DWS team asked us to create a digital lookbook to showcase their unique assortment of Timberland mens, womens and kids footwear and accessories.
Seasonal lifestyle photography shows the modern craftsmanship Timberland is known for and DSW is craving. Lifestyle imagery elevates the style credentials for DSW and provides fall styling cues for their consumers.
Timberland’s rich heritage helps to elevate the mens category at DSW who has a much stronger presence with women. Our men’s story spoke to TImberland’s long history of craftsmanship: For generations, Timberland has stood as a symbol for expert craftsmanship, durability, and premium leathers. From the rugged everyday to the more refined occasion, it’s made to stand the test of time, and has become a staple in every man’s collection.
We created a set in the in-house studio to show product in a home setting nodding towards winter and holiday without overt winter or holiday cues. Hero skus were shown in pairs in the environment while category imagery was shot on a white sweep, both with daylight lighting and casual styling.
Classic Timberland boot styles always resonate with DSW’s female consumer. We used beautiful lifestyle imagery and soft styling cues in our product shot to play up the sense of femininity in the new fall styles. The women’s story reinforces the idea that classic styles can be feminine and sexy too.
Soft yet rugged, classic yet sexy–Timberland brings a perspective to footwear and accessories for women that nobody else can. Well-crafted and built to last, they’re definitively Timberland, with just the right touches of style and femininity.
The women’s storytelling highlights the most feminine classic Timberland footwear offering at DSW–tall boots, heels and wedges–in classic heritage leathers. The set included a soft chair, soft leather women’s bag with a scarf peaking out and twinkling lights in the background nod to feminine styling and the upcoming holiday season.
Rugged, durable, classic–everything you know and love about Timberland, in a smaller package. DSW expanded their kids’ selection of Timberland footwear, offering a wider selection of the styles consumers (and their kids) want most.
Shot in a similar environment as our adult hero imagery, the kids set features classic elements that hint at a child’s room or play space. The kids’ shoes are styled more loosely for a playful effect.
The classics. This is the bread and butter of the line. The boots everyone wants, especially in the fall. The classics were positioned on simple boxes with the more style forward classic women’s wedge on a curved copper stool, elevated to highlight this new feminine take on the classic wheat boot. The storytelling speaks to how these rugged boots became a coveted fashion icon.
Here’s where the Timberland brand was born. These are the styles everyone knows, and there’s a good chance that at one time or another, most people have owned. Rugged and durable, they were never made to be in fashion, which is why they’ve never been out of it.
THE TEAM
Creative Director: Ali Pike
Visual Designer: Casey Lynch
Photographer: Dennis Hambucken
Stylist: Thea Foley
Project Manager: Barbara McCaffrey