Filson

Filson is a brand I’ve long admired. It’s not about their story, their stores, or even their products. It’s about how it all comes together to create an experience like no other.

To me, copywriting is about the brand experience, not the products. I think the work shown here embodies the Filson brand culture and identity.

The project

I was asked to create copy for their new catalog and provide copy suggestions for their product and category pages.