LL Bean: The Art of Gifting Campaign Design

L.L.Bean partnered with Matador Network to create The Art of Gifting campaign, a short film that captured the joy of giving and the beauty of nature. My role was to design the graphics and typography that would seamlessly integrate with the storytelling and reflect L.L.Bean’s classic yet contemporary brand identity.

I crafted a typographic system that balanced tradition and modernity, echoing the brand’s heritage while keeping it fresh for today’s audience. The design emphasized warmth, seasonality, and authenticity — pairing elegant type with organic textures and natural backdrops. Graphics were carefully timed and styled to feel like an extension of the narrative, not an interruption.

The restrained yet distinctive design helped elevate the story’s emotional tone, reinforcing themes of generosity and connection. By aligning the look and feel of the on-screen text with L.L.Bean’s larger visual identity, the graphics created brand consistency while adding depth to the film’s storytelling.

The campaign was released across Matador's digital channels, driving seasonal engagement and strengthening the brand’s positioning as a timeless, trusted companion for the holidays. The video received strong viewership through Matador Network’s distribution, showcasing how thoughtful design can amplify brand storytelling.