Creative Concepts

Exploring Brand Identity

Filson's Chief Creative Officer asked me to explore how the brand could connect with a younger audience without losing what made it distinctive. I looked to authentic cultural references rooted in the Pacific Northwest.

Filson Outlier Creative Concept 2023

Objective

Explore a creative direction that could introduce Filson to a younger audience while remaining true to the brand's heritage.

Outcome

Developed a series of mood boards rooted in a distinct Pacific Northwest identity, drawing from DIY punk culture, 1990s grunge, Twin Peaks, and the region's gothic and horror influences. The work demonstrated how a new visual language could broaden Filson's appeal while remaining authentic to its history and values.