ICONIC
ICONIC
Branding
Branding
Motion
Motion
In 2024, Timberland launched its ICONIC campaign to honor the enduring legacy of The Original Yellow Boot™ — a cultural symbol rooted in resilience and craftsmanship. As the lead designer, I was responsible for designing the campaign’s logo lockup, bringing visual clarity and emotional impact to a global celebration of authenticity. This campaign connected heritage with modern expression across digital, print, and in-store experiences.
In 2024, Timberland launched its ICONIC campaign to honor the enduring legacy of The Original Yellow Boot™ — a cultural symbol rooted in resilience and craftsmanship. As the lead designer, I was responsible for designing the campaign’s logo lockup, bringing visual clarity and emotional impact to a global celebration of authenticity. This campaign connected heritage with modern expression across digital, print, and in-store experiences.
In 2024, Timberland launched its ICONIC campaign to honor the enduring legacy of The Original Yellow Boot™ — a cultural symbol rooted in resilience and craftsmanship. As the lead designer, I was responsible for designing the campaign’s logo lockup, bringing visual clarity and emotional impact to a global celebration of authenticity. This campaign connected heritage with modern expression across digital, print, and in-store experiences.
the challenge
the challenge
the challenge
Timberland needed a unifying visual identity that would reflect both the rugged legacy of the Yellow Boot and its continued relevance across generations. The logo lockup had to feel timeless yet contemporary, capable of anchoring a campaign that spanned global markets, diverse media, and a variety of creative collaborations — from editorial stories to street-level activations.
Timberland needed a unifying visual identity that would reflect both the rugged legacy of the Yellow Boot and its continued relevance across generations. The logo lockup had to feel timeless yet contemporary, capable of anchoring a campaign that spanned global markets, diverse media, and a variety of creative collaborations — from editorial stories to street-level activations.
Timberland needed a unifying visual identity that would reflect both the rugged legacy of the Yellow Boot and its continued relevance across generations. The logo lockup had to feel timeless yet contemporary, capable of anchoring a campaign that spanned global markets, diverse media, and a variety of creative collaborations — from editorial stories to street-level activations.
design strategy
design strategy
design strategy
My approach was to distill the essence of “iconic” into a bold, modular identity system. The logo lockup embraced clarity, structure, and timeless type treatment while leaving room for expressive applications across media. By combining heritage-inspired typography with a clean, modern composition, the lockup reinforced the brand’s storied past while setting a confident tone for future-facing storytelling. The result was a design that stood as strong and enduring as the boot itself.
My approach was to distill the essence of “iconic” into a bold, modular identity system. The logo lockup embraced clarity, structure, and timeless type treatment while leaving room for expressive applications across media. By combining heritage-inspired typography with a clean, modern composition, the lockup reinforced the brand’s storied past while setting a confident tone for future-facing storytelling. The result was a design that stood as strong and enduring as the boot itself.
My approach was to distill the essence of “iconic” into a bold, modular identity system. The logo lockup embraced clarity, structure, and timeless type treatment while leaving room for expressive applications across media. By combining heritage-inspired typography with a clean, modern composition, the lockup reinforced the brand’s storied past while setting a confident tone for future-facing storytelling. The result was a design that stood as strong and enduring as the boot itself.
Summary
Timberland’s 2024 ICONIC campaign celebrated the legacy of The Original Yellow Boot™, with my role focused on designing the logo lockup to unify heritage and modern expression across global touchpoints.
Timberland’s 2024 ICONIC campaign celebrated the legacy of The Original Yellow Boot™, with my role focused on designing the logo lockup to unify heritage and modern expression across global touchpoints.
Credits
Brand Designer - Jerry Ubah
Art Director - Michelle McWade
Creative Director - Andy Alvarez
Brand Narrative - Bryan Burke
Typography
GT Flexa by Grilli Type
categories
Brand Design
Motion Graphics
Year
2024
