A wide range of work for heritage brand Filson, helping elevate the brand from cult status to recognizable worldwide

Direction, Design

Acquisition and a new visual approach

After the brand was acquired in 2012, their dusty image needed to be updated to speak to a younger demographic. Every corner of the brand was triaged for update. Product photography, labeling, packaging, signage — each was simplified, stripping away any unnecessary decoration, and slowly built back using Filson’s rich historic archive as a model.

Heritage in high definition

The main challenge was keeping the brand’s soul intact when creating new assets, matching the original artwork as closely as possible. It was key to find new ways to use brand codes that have existed, in some cases, for well over 100 years.

Heritage marks, remastered for modern use

Photography art direction

At the time of acquisition, print catalogs and direct-to-consumer e-commerce sales accounted for the largest percentage of the brand’s revenue. Both demanded updated product and editorial imagery. Filson manufactures products that last a lifetime, so it’s important to emphasize not only the heavyweight materials, but the aging process of the garments. Always lit with natural light, prioritizing authenticity in styling over clean, sterile flat lays.

Additional art direction: Danny Harmon
Creative direction: Maurizio Donadi


Design work for Filson has an emphasis on vintage-inspired typography, embracing the funky and handmade. It’s important that the graphic work is allowed to patina naturally in its environment, rather than applying faux-vintage textures to simulate age.