Photograph by Peter Sutherland for Filson
ProjectArt Direction & Design
SectorFashion & Apparel
After the iconic 115-year-old outdoor brand was acquired by Bedrock Manufacturing in 2012, Filson’s aesthetic was slowly updated to make room for a new generation of outdoorsmen and women, without completely departing from the company’s “clunky” charm. From labeling and photography direction to signage and apparel graphics, Studio Workhorse has supplied Filson with a wide range of design assets.
Filson’s rich visual history provided a wealth of inspiration when updating the brand’s overall look. Guided by vintage catalog imagery, new standards for product photography and brand marks were created, matching the inspiration as closely as possible, updating when necessary.
Original Filson advertisment illustrations informed the revamped photography style — Cruiser Shirt, 2013 vs. 1912
Photography direction included showcasing the iconic products after years of use next to prooduct fresh off the line
Using the newly-defined “vintage” style as a guide, many new marks have been created for Filson since 2012, significantly expanding the library of available brand elements for merchandise, stickers, signage, labeling, and more. The typographic and illustrative style is primitive, and not all refined. Funky kerning, rough edges and general misalignment are welcomed.
Woven labeling explorations based on individual collections within Filson's product line
Neon signage created for Filson’s Washington DC store, now used in the brand’s retail stores around the US
Creative DirectionMaurizio Donadi, Alex Carleton, Partners & SpadeAdditional Art DirectionDanny Harmon
Neon ManufacturingWestern Neon