Filson Outdoor Clothing & Gear: e-Commerce & Print

During my 3 years as Art Director & Senior Graphic Designer at Filson, a premium outdoor clothing & gear brand founded in 1897, I developed all e-commerce creative and key print marketing. I drove direct sales through the creation of e-mail blasts, web promotions, catalog features, point-of-sale, packaging, & advertising. I was responsible for building and maintaining the look & feel of the brand.

I created and sent more than 200 email blasts to our list of over 100,000 customers. I developed a strong e-mail contact plan based on powerful testimonial-based storytelling, compelling visuals, and incentives.

I instituted using customer testimonials as the backbone for marketing products. In emails I added a link with the words CLICK HERE TO SUBMIT YOUR FILSON STORY. Customers loved sending us true adventure stories of how Filson products saved the day under extreme outdoor conditions. Other customers loved reading these. It was great for sales and the brand in general.