In close collaboration with Timberland’s executive leadership, INDUSTRY began by digging deep into the archives and history of Timberland. We articulated the Brand DNA and how it’s expressed in voice & tone. Turning to the brand identity, based on the DNA, we established the design principles.

We designed the elements and compositions for the brand and its categories: work/pro, outdoor, and lifestyle. What resulted was a visual system with a core focus on the iconic “wheat” color of the “Timberland Yellow Boot”. From there we extended the identity into photography, specifying the Timberland approach to photography, and building guidelines for on-body, product, and styling.

Finally, we created a Brand Book and Guide to be leveraged across the organization to inspire, educate, and drive consistency for the brand for the present and future. – Industry Global