Filson · Retail UX · 2023
Stores, events & collaborations
Overview
Alongside the navigation and cart overhaul, I led the redesign of Filson's Stores pages, created a net-new Events experience, and built a scalable template system for partner collaborations. The goal was consistent — create flexible, on-brand experiences that could launch quickly without rebuilding from scratch each time.
This work required close collaboration with developers, content strategists, visual designers, and brand stakeholders, as well as a deep understanding of Filson's retail footprint and how digital supports in-store traffic.
Stores — Redesign
Making it easier to find and visit a Filson store
The existing Stores pages were outdated — generic layouts that didn't reflect the brand and didn't give customers what they needed to plan a visit. I redesigned both the store locator and store detail pages with cleaner layouts, stronger CTAs, and better mobile treatment.
Before — original store locator
After — redesigned store locator including mobile
Before — original store detail page
After — redesigned store detail with mobile
Events — Net New
Giving community a home on the site
Filson had no dedicated Events experience — in-store programming, workshops, and brand gatherings had nowhere to live digitally. I designed the Events section from the ground up, including a landing page and event detail template that could support ongoing programming without heavy design effort to maintain.
Events landing page — net new section for in-store programming
Event detail page — date, location, and brand storytelling in one template
How I Did It
Research, data, and templatization
The redesign was grounded in research and data — understanding what customers needed when visiting a store page, what was missing, and how to make the experience work across contexts. Streamlined user flows defined how customers moved through the store and events experience before a single screen was designed.
Streamlined user flows — mapping the store and events experience end to end
Templatization was central to the approach — not just for digital pages but extending to printed materials as well. A consistent visual language across digital and physical touchpoints meant store staff and customers experienced the same Filson identity everywhere.
Template and translation — from digital designs to printed materials
Collaborations
Built for partners, designed for Filson
Filson's growing collaborations program needed a repeatable system. Each partner brought different brand identities and requirements — the challenge was flexing to accommodate them while keeping Filson's identity intact. I started with sketching and whiteboarding before moving into wireframes and final designs.
Early sketching — exploring how partner content could live within Filson's system
Filson x Kraken
A personal favorite — I designed the Filson x Kraken collaboration page, translating the Kraken's brand identity into content blocks that worked within Filson's template system. From wireframe to final design.
Filson x Kraken — wireframe
Filson x Kraken — final design
Filson x Chris Stapleton
The Stapleton collaboration introduced a dark mode approach with a custom "Stapleton Yellow" accent color — accessibility checked to ensure it met contrast standards. The template flexed to support a distinctly different visual mood while maintaining structural consistency with other partner pages.
Filson x Stapleton — custom Stapleton Yellow accent, accessibility verified
Filson x Stapleton — from wireframe to final design
Outcome
The redesigned Stores pages and net-new Events section launched in 2023 and are actively used today for ongoing in-store programming. The collaboration template system scaled to support Kraken, Stapleton, and additional partners — reducing time-to-launch for each new collaboration significantly. The template approach extended beyond digital to printed materials, creating a consistent brand experience across all Filson touchpoints.