creative Director:
Graphic Design / Typography
matador network
agency:
Role:
Crafting understated graphics and typography —a story of giving, grounded in heritage
A campaign rooted in quiet confidence and elemental warmth: when L.L.Bean teamed with Matador Network on The Art of Gifting, we framed giving not as obligation, but as a moment of lives intersecting—nature, heritage, surprise, and connection all in one frame. My role: design the typography and graphic rhythm that move seamlessly through the film—honouring the brand’s legacy while letting something new and human shine through.
The Ask
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.
“when you hit it on the money... When a gift is done properly, both people light up.”
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.
Creative Approach
kyle finn dempse
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.
