Timberland’s journey from humble workwear to cultural icon is a testament to the strength of brilliant storytelling. We were tasked with translating its legacy into a visual persona that’s unmistakably Timberland, yet feels refreshingly new. I led the content strategy across the experience, shaping every interaction to prioritise usability.

To better understand their customers, we conducted on-site user testing and harnessed eye-tracking insights to resolve comprehension gaps. The end result was a seamless website that drove conversions while deepening brand engagement at key decision moments.