Fall 16 was all about heritage reimagined. Inspired by our heritage and new urban frontiers around the world, for Fall 16 we’re reimagining and reinventing just like we’ve been doing for over 40 years. Inspired by the colors and textures of a golden harvest, we celebrate everyday adventure and the products that enable them. Old meets new. Rugged meets refined. Destroyed meets restored. Our classic heritage has been reimagined, creating a new day on the Modern Trail. Where days are reinvented. What’s possible is re-envisioned.
Digital brings the seasonal story to life through amazing consumer experiences instore, OOH, in social media, through advertising, on timberland.com and through our wholesale and licensing partner sites. Digital storytelling helps tell the seasonal product stories and convey the fullest expression of the brand and the Timberland lifestyle. Our seasonal guidelines allow us to connect seasonal stories and experiences throughout the consumer journey, at any point, on any device, in retail or wholesale environments around the world.
It’s important to empower our regional partners and agencies around the world to make the most creative experiences possible while maintaining a connected and consistent brand presence across all of those touch points. Each season we release the most up to date color, font and UI standards along with recommendations, templates, design libraries and a link to the live digital style guide and design systems to help guide the teams.
Working with a set color palette and font system simplifies and connects all brand communications. Consistent use of colors and fonts creates a common visual language that users can identify and trust.
Working with a common UI system simplifies and connects all brand communications. Consistent use of buttons creates a common visual language that users can identify and trust. Static and HTML button guidelines help the teams maintain button consistency across experiences produced in all regions.
Our email template remains flexible and modular–with an emphasis on the mobile experience. The header and footer spaces adjust from desktop to mobile to account for the differences in consumer behavior in these environments. The content area resizes to fit the environment.
Our regional teams are provided with layered psds that include header, footer, and promotional areas and sample storytelling layouts, as well as full html template to facilitate alignment. All seasonal lifestyle and product photography is shared across regions as it becomes available.
A variety of storytelling can take place in the primary space, from product stories told through product laydown photography and seasonal textures to rich lifestyle imagery paired with product grids. Product imagery, color and texture choices from the seasonal palette keep emails fresh and engaging throughout the season.
Retail, affiliate and re-targeting banners are designed to meet the diverse retail needs, tying seasonal collection stories to storefront or online promotions. Single or multiple images can be used to highlight key seasonal stories and promotions. Layouts align to the seasonal advertising campaigns.
Wholesale banners are designed to meet the needs of our wholesale partners, tying seasonal collection stories to storefront or online promotions. Layouts align to the seasonal wholesale advertising campaigns.
THE TEAM
Digital Creative Director: Ali Pike
Visual Designer: Bob Gouviea
Copywriter: Scott Landry
Project Manager: Stephanie Ketchum