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FILSON | EAGLE AWARD | JANUARY 2023
FILSON EAGLE
AWARD
CAMPAIGN IDENTITY
Filson’s Human Resources department launched an employee recognition program that needed a strong identity to match Filson’s robust branding and history. I had the honor of developing that identity and constructed a cohesive look across all its assets that will be presented to Filson’s top employees for years to come.
At the start of 2023, Filson’s Human Resources department decided to launch an employee recognition program called the Filson Eagle Award. Employees that go above and beyond Filson’s core standards are nominated by teammates, and then a company-wide vote is held to choose a winner. The winner is announced at the quarterly town hall meeting and is given a certificate, trophy, and a Filson gift card.
HR needed an identity for this program that embodied Filson’s brand, and would make the winners feel special. However, besides knowing they needed a polished look for this program, they weren’t quite sure what they wanted it to look like, or how to go about creating it.
As the lead designer on this project, I was responsible for coming up with the look of the award program. I wanted it to have a traditional, classic look that nodded to Filson’s roots as a Klondike Gold Rush outfitting brand. Using bank certificates and other documents from the 1890’s for inspiration, I found an eagle illustration in Filson’s graphic archives to use as the focal point, and built the other pieces around that, illustrating extra elements for framing pieces and banners.
Because this was going to be a core internal Filson program, I stuck with core branding colors and fonts for the various designed assets.
The heading font I chose is Willow Std – a display slab serif reminiscent of old-fashioned wood type, as well as the Filson logo itself.
The simple color palette, rustic vintage type and hand drawn illustrations all work well together to mesh new with old and create a final product that looks very uniquely Filson.
The Eagle Award is now a staple of Filson town hall meetings, and has become a
coveted award to win every quarter. The identity of the award stands on its own,
but very much belongs within Filson’s core branding.
This was a very fun project to work on. It’s always great to have the opportunity to work on projects outside of my normal scope of work, as well as with a team I don’t normally work with day-to-day. The Filson Eagle Award is now a piece of Filson’s rich history, and I’m proud I had such a big part in its creation.
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