The North Face
Brand campaign pitch deck | Graphic Design & Copy
The North Face is one of my favorite brands, whose mission, vision, and values really resonate with me on a personal level. With that, I wanted to do something creative with their brand so as sort of a personal project to challenge my brand brain, I set about creating a campaign deck. Check it out below!
The Challenge
The North Face has a rock solid brand purpose. Their ethos is EXPLORATION. They view exploration as a state of mind, almost a way of being, whether you’re in the mountains or in Manhattan. It's also not just about getting to the top of Mt. Everest; it’s about the climb. It's about seeing what the world is made of— and what you're made of.
"Face | Exploration" is about coming face to face with the essence of exploration—the things that make exploration truly rewarding, like the challenges, the obstacles, and the unknown.
I had this idea in my head for a while. I started off a little backwards and actually did the artwork graphic design first, the concepts you see on the “Campaign Anchors” slides, because I just needed to see what it would look like. The challenge was giving the artwork meaning, and communicating the concept with its emotional impact. So, I put it all together with some real-world mockups to show how this concept could be executed.
