Timberland TimbsTrails
Art Direction
‍Visual Design
Motion Design
2022
TimbsTrails is a celebration and exploration of Timberlands diverse history and cultural impact.


Working with R/GA Australia, Timberland approached the team to create and build an experience that would showcase the iconic brand and promote them to the next generation of sneaker fans.

We created a non-linear WebGL game-like experience built in Unity that allows users to explore and discover the story of the brand.

My role as visual designer was to help define the concept, provide art direction, and develop a design system for both in-game content and campaign marketing.

Explore TimbsTrails
Art Direction

TimbsTrails was built around the narrative of Timberlands rich and diverse history, cultural significance, and progression towards a sustainable future. After a few rounds of pitching, we landed on the idea of allowing users to explore different 3D zones to discover branded content about Timberland and collect boots.
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Moodboards were created to define the visual representation of each zone, with every background, object, texture and color being considered. These were shared with the game development partners who built them out in Unity.
Visual Design

A new brand aesthetic was created, using Timberlands iconic logo and cropping it to form bold and irregular shapes. These were used in conjunction with stylistic technical details pulled from recent campaign work, as well as Timberlands existing colour palette and fonts.

We created a design system where the bold shapes could be used as framing devices, and the details could provide visual accents. Oversized bold text was offset in a haphazard way for hero titles, balanced with smaller informational type treatments. This became the framework for all the layouts on both the experience UI and all the accompanying content.
Motion Design

Motion was used as part of the brand aesthetic and design system to aid storytelling and bring the visual elements to life.

A juxtaposition of high-energy moments, using rapid and punchy editing styles, balanced with slower ambient animation helped to showcase the eclectic mix of narratives & visuals.