Timberland Brand Purpose Activation

Activating Timberland’s Brand Purpose

For the last 8 years, we have been translating Timberland’s creative vision into a visual brand language across EMEA, APAC and North America. From internal brand strategy, retail toolkits, global window campaigns and brand experience activations.


Timberland is committed to bringing to life their purpose at every opportunity and in everything they do. Whether that’s building a greener future, stronger communities, or simply providing customers with better product and services.

To help activate Timberland’s brand purpose, our first task was to ensure that every global employee was taken on the journey, and that it was clearly understood and expressed consistently through its product, communication and in-store experiences.

We developed and designed a Brand Playbook: a single source of information for everyone from product teams, sales associates, to marketing, to live and breathe the company’s purpose, making them advocates and ambassadors.

Part of activating the brand’s purpose was the creation of an immersive and multi-sensory experience at the brand’s headquarters in Stratham.

The purpose of the space is to both educate and engage visitors on how they can play their part in the brand’s progression, while inspiring employees to be the driving force of the brand proposition.

We did this by creating a CNN-style ‘news wall’ to communicate and celebrate the brand’s global achievements, and a ‘Purpose Video’ which sits central to the brand experience. The space also heroes community stories and a heritage timeline celebrating the brand’s history.