Hillary Husted Design

ART DIRECTOR - GRAPHIC DESIGNER

Catalog Cover Creative Presentation
Approach: Concept a creative direction for Filson’s catalog cover. In this presentation (9) comprehensive mock-ups for brand execution consideration.

Objective: To demonstrate a broad approach to illustrate the brand of Filson based on the main pillars provided by Harry and some anecdotal information shared from my portfolio meeting at Filson.
Main Branding Pillars provided:
1. American Made
2. Heritage-The Filson Story
3. Luxury Brand (not expensive, but rather as in the best quality); Filson is built to last.
4. Innovation - Filson was an innovator and will continue to innovate today.
The layouts presented are preliminary concepts and should not be viewed in a literal sense, except where specified in the following individual option descriptions.
These comprehensive mock-ups are designed to convey a voice and “coloration” for the brand and would be a beginning to defining the brand for catalog purposes. Each concept is intended to show an individual point-of-view option.
Option 1: Utilizes format, i.e. a retro style layout and fonts to stress brand pillars with simple photographic elements to communicate time, place (gold tone heritage photography style), and product detail.
Option 2: Utilizes eagle line art imagery/ old classic engraving to convey American made with contemporary on-figure/model styling/photography to emphasize a combination of contemporary with historical/heritage point of view.
Option 3: Utilizes fisherman line art imagery to communicate outdoorsmanship combined with a refined tailored image to communicate both the rugged and the “haberdashery” elements of the brand.
Option 4: Combines outdoor rugged textures (as backdrop) with utilitarian imagery. This concept has flexibility to show several different types of Filson customers in its on-figure photography. This point of view emphasizes the diversity of customer and the craftsmanship/innovation/versatility of the product.
Option 5: Utilizes the “Guide Book” format as a vehicle to emphasize retro Americana, and individual product options, with a background reference to the outdoor nature of the brand.
Option 6: Tools of the Trade: vehicle to tell a broader story with one single image. This is an opportunity to illustrate product detail and design, as well as lifestyle, with a historical backdrop of the antique container boxes.
Option 7: An “experiential approach”, this has an editorial “first person” point of view. A retro photographic feel with a contemporary typographic and styling approach.
Option 8: Similar to option 7, this option straddles contemporary with a heritage look and feel. This, however, utilizes an on-figure shot to represent the heritage concept and the product photography to represent a feel of a contemporary outfitter, with a sense of product depth.
Option 9: Utilizes Filson’s own product detail to communicate its attention to craftsmanship. Also captures through the use of headline and photography, the Heritage and Americana brand personality.

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