C.C. Filson Clothing Company

Lead Growth Designer | June 2016 – May 2020

Filson has been outfitting adventurers since 1897. My job was to make sure every pixel honored that. Over four years as Lead Growth Designer, I shaped the brand's presence across email, events, print, and web, designing everything from in-store event posters and watch lookbooks to responsive landing pages and Facebook banners. The through-line was always the same: heritage authenticity meeting modern design craft. On the email side, that approach translated directly into results, with 4× revenue growth, scaling from 4 to 7 sends per week, and establishing email as Filson's #1 performing sales channel. When design is grounded in a real brand story, the numbers follow.

Scope: Event advertising, watch lookbook, web pages, email marketing, & VR experience

Lead Growth Designer

Click on each image to view the entire email

I led the storytelling for every email, treating each one as a sales pitch built around the product's value proposition rather than just a layout to fill. When I didn't know what made a product special, I went to the retail floor and learned directly from the sales team what set it apart, then translated that into the design. Pairing that product understanding with reusable templates, I scaled the program from 4 to 7 sends a week without losing quality, the approach that made email Filson's #1 sales channel.

View the case study

Heybrook Lookout Tower VR Experience

This was Filson's most experimental project, a branded VR experience tied to the restoration of a historic fire lookout. I led the visual design and storyboarded the journey, translating the brand's outdoor heritage into an immersive format and partnering on the printed materials that accompanied it.

C.C. Filson Landing Pages

Campaign landing pages had to carry the same story as the email that drove traffic to them, so the handoff felt seamless. I designed these responsively across desktop, tablet, and mobile, holding the brand's tone and visual weight steady at every screen size.

Desktop Example

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Tablet Example

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Mobile Example

C.C. Filson Events

In-store events needed a full campaign kit that worked as a set: postcard, poster, email, and social all pulling in the same direction. I designed each piece to feel unmistakably Filson while adapting to the format, print mailers, large-format posters, and digital banners from one cohesive concept.