CLIENT
Timberland Company,
Stratham, NH

PROJECT
Spring Product Catalogs

AUDIENCE
Internal and External Sales Force, Distributors, Wholesale and Retail

PURPOSE
To communicate specifics of five different product lines to buyers

MANAGING EVERY STEP

Timberland produces a series of five different catalogs to showcase its complete product line with each new season. These lines include Men’s, Women’s, Children, Performance, and Apparel.

Under a strict deadline for completion to meet line launch dates, Timberland found itself in need of an outside project manager to oversee all processes, from concept to production to delivery. Leslie was brought in to manage a team of in-house staff and outside vendors including Timberland departments (marketing, product development, and graphic design) as well as contracted copywriters, photographers, print and production resources.
Beyond project management, Leslie’s role of point person and troubleshooter was critical to the final success and delivery of the catalogs, particularly given the varied perspectives represented in the project until delivery of final product.

The subject matter for these guides is very complex and sophisticated, yet it was clear that the finished product should not be perceived by teachers and students as being yet another textbook. The information should not feel too dense or dry; in short, it should be fun to read and feel appropriate for the Lego brand.

We took a strong hand in crafting the information into bite-size chunks so that all readers would gain something from perusing it, whether they spend 20 minutes or 20 seconds. We created different typographic treatments for subheads, quotes, fun facts, features, captions, and technical terms... all occurring outside the scope of the main text. The final product is very accessible and fun to read and was met with great enthusiasm and acceptance by the target audience.