Seasonal storytelling and guidelines are distributed to regions and partners to assist them in launching branded content that connects across global consumer touch points. Fonts, swatches, templates and imagery are provided along with guidelines to help production teams create regional/partner specific campaign activations.
This holiday campaign celebrates the winter season and positions Timberland as an expert maker of warm, well-crafted footwear and apparel. Making spirits bright and warm. A fun script is paired with our modern and clean Neutraface Text to create an unexpected type treatment for holiday messaging. The messaging speaks to the festiveness of the season and the warmth and waterproof benefits of Timberland products.
A bold, festive red is used throughout lifestyle photography, studio photography, instore and digital messaging–transitioning seamlessly from holiday messaging into sale season. Red wrapping paper, ribbons, seasonal greenery and holiday string lights add color and interest to studio product photography.
Gift giving lifestyle imagery features red wrapped gifts and seasonal greenery and is used for gift guides, promotions and holiday footers on Timberland.com and email campaigns.
Promotional messaging is shown over a solid red background with animated lights. Fun and unexpected lifestyle photography featuring the always in stock classics take us through low inventory periods.
Emails feature a mix of storytelling–rich lifestyle imagery, product in environment, product laydown photography with seasonal textures and holiday props or text only treatments with animated holiday lights. Holiday emails feature a persistent footer driving to key seasonal categories.
Banners are designed to meet the diverse retail needs, tying holiday storytelling to storefront or online promotions.
Text only banners provide a solution for end of the season complexity where inventory becomes a challenge. Playful lifestyle imagery or full text banners with holiday lights are paired with clear offer messaging for high promotional periods.
THE TEAM
Creative Director: Ali Pike
Visual Design: Bob Gouviea & John Kelly
Copywriter: Mike Abenante
Lifestyle Photography: Thomas Hoeffgen
Product Photography: Dennis Hambucken
Project Manager: Stephanie Ketchum