Timberland's "Built For The Bold" Global Brand Platform

Ahead of a massive brand moment in 2023, Timberland recently debuted its new creative platform, ‘Built For The Bold’. This new platform introduced new product innovation, a suite of global authenticators, and core brand visuals that will carry into the new year.

The tagline was co-created by ICNCLST/ and Industry PDX, and ahead of the launch in September, we designed, produced and fulfilled the campaign seeding program.

The project yielded a suite of seeding kits, produced in collaboration with vendor Duggal. Each kit included a soft-touch laminate finish shoe box with text-wrapped graphics and the campaign manifesto printed on the interior of the structure. In addition, we designed communication cards, tissue paper, shipping boxes, and custom packing tape ensuring that Timberland branding was present throughout the unboxing experience.

Our team distributed 150 kits to influencers, authenticators, and friends of the Timberland brand, as the brand executed guerilla-style marketing in key cities across the globe.