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FILSON  |  12 DAYS OF FILSON |  WINTER 2023
12 DAYS OF FILSON
CAMPAIGN IDENTITY
In the midst of retail’s busiest season, Filson put on a series of rare deals to entice customers to do their shopping with us. I was tasked with creating the identity of this sale that tied into my work for the ongoing Holiday campaign so the two could live on our site simultaneously. The approach became an interesting mix of classic and modern.
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With the holiday season wrapping up and a lofty Q4 sales goal quickly approaching, Filson’s E-commerce and marketing teams needed to launch a series of deals in order to meet those goals. The creative needed to knock it out of the park, and my role as the primary designer was to create an identity for this sale to tie these “12 Days of Filson” to our Holiday campaign.

With an identity in place for Filson Holiday, the creative for this sale had to work alongside it. This was similar to what I had designed the year prior, but had more of a vintage book cover or holiday card look to it. What was also tricky about this sale was that it was a specific deal on a single product or category for each of the twelve days – 20% off Mackinaw Wool Jackets, or 40% off Dry Bags, for example. The graphic treatment had to encompass the entire brand.
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In the midst of retail’s busiest season, Filson put on a series of rare deals to entice customers to do their shopping with us. I was tasked with creating the identity of this sale that tied into my work for the ongoing Holiday campaign so the two could live on our site simultaneously. The approach became an interesting mix of classic and modern.
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Because there was a different deal every day for 12 days during the holidays, I decided to base the look of the sale around an advent calendar. To make sure the calendar was on-brand, I used vintage shop calendars as my inspiration, as well as typography and stylings from old Filson catalogs from the 1950s. The calendar was featured as the hero banner for the website, the main image of each email, and daily Instagram and Facebook content for paid and organic social media. To track the day of the sale, I created handwritten elements to cross out past days and circle the current one.

ALL 12 DAYS OF FILSON WEBSITE HOMEPAGE HEROES

INSTAGRAM STORY - PAID SOCIAL MEDIA

One day incorporated a sale from Filson’s warehouse - 
a special sale we launched earlier in the year to great success. The creative I devised for that sale that used a vintage catalog-style layout with grungy, photocopied texture helped lead E-commerce to its best performance day in history.

Overall, this sale exceeded expectations, passing the initial revenue goal and beating the previous year's record.

For Filson, the evidence has been overwhelming that our customers respond incredibly well when creative combines our modern branding with vintage elements like illustrations, archival photos and papercraft. Sales are where Filson’s creative can get a little more out there and experimental, and it has been a blast to play with both modern and classic elements. Moments like this have been exciting to work for a brand with such a rich history.

12 DAYS OF FILSON - WAREHOUSE SALE

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