Timberland
Brand Strategy & Creative Directions
Timberland had been riding the legacy of its iconic boot for decades, but in an increasingly competitive landscape they craved deeper understanding of why the yellow boot transcended cultures—and how to translate that into a larger brand-wide purpose.
Worked on at co:collective
Learnings
There’s something special about putting on a pair of Timberland boots. Almost immediately, there’s a sense of accompanying invincibility—a feeling that you can do anything. These boots have been in lumberyards, construction sites, disaster zones, urban streets, dance halls and office spaces all around the world. And that idea that they can provide a sense of confidence anywhere you go is what we found to be at the heart of the Timberland brand.
We found that this confidence is core to what people want in the world today: products, services and connections that seamlessly plug into their lives and help them to keep moving forward, no matter the circumstances. This insight helped shape the strategic framework for communication and product innovation moving forward.
DELIVERABLESBrand, Consumer, and Cultural Insights
Strategy
We helped Timberland see that their true roots were not in the outdoors—but rather in work. And that the terrains that individuals were traversing were not made of rock and mud, but dynamic and challenging schedules full of opportunity. We called this new work the “Modern Trail.” In the same way individuals needed to be ready for whatever weather or obstacles comes their way while hiking, people seek that same level of versatility to their preparedness in every day life. This ready-for-anything mindset served as the anchor to brand, product, and communication strategy.
DELIVERABLESBrand Strategy (Purpose + Positioning), Action Principles, Manifesto, Innovation Concepts
Images from mood board created for the development and discovery of the Modern Trail.
The Modern Trail
We brought the story of the Modern Trail to life through the stories of those living it every day. Accompanying those stories, we fleshed out the attributes required to thrive on the Modern Trail, developed visual and verbal guidelines and established content strategy frameworks to build on.
DELIVERABLESModern Trail Guidebook, Campaign Creative Direction (Tone of Voice, Concepts, Guidelines)
The Modern Trail campaign kicked off with the influential style bloggers, art directors and entrepreneurs, Street Etiquette—a creative duo we believed strongly represented the ethos of the Modern Trail.
Timberland’s Mark Maker section of the website has evolved from influencer spotlights to a Guide for the Modern Trail. Tips, how-to’s, maps, stories both inspire and educate people on how to make the most of life on the Modern Trail. Creative work executed by Yard NYC.
Timberland launched the first campaign, Made for the Modern Trail, with Pereira O’Dell based on strategic and creative work developed at co:collective.
Sample design explorations developed in collaboration with Triboro Design.
Results
The work inspired years of campaign and product development. And on Instagram, there are over 25k user-generated postings with #moderntrail.
Scope of WorkBrand Purpose + Positioning
Innovation Pipeline Development
Communications Creative Direction
RoleDesign Director
TeamConrad Lisco
Tiffany Rolfe
Cole Nielsen
Caitlin Kennedy Bradley
Stacey Lee
Elan Cole