The North Face
Oh, hey. Looks like you found a secret page. If you’ve been here before, welcome back! If not, this is a place where I’m hosting a couple of personal projects as part of my campaign to get my dream job at The North Face. Enjoy!
What if… the north face did a collab with phish?
Seriously? Maybe.
I've been thinking a lot about The North Face’s shift in marketing focus, doubling down on influencer relationships, partnerships, and culture-forward collabs (shout out SKIMS.) At the same time, why are all these legacy acts showing up in fashion? Like Lebron James rocking a Grateful Dead getup. So I asked myself... What if Phish was next?
This is part fan concept, part brand experiment. And honestly? It kinda makes sense.
You decide.
P.S. The Grateful Dead played The North Face's first store opening party in 1966. That really happened. Look it up.
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.
