THE NORTH FACE

Never Stop Exploring

Re-brand The North Face. Wow! This was a dream assignment. The North Face was facing stiff competition from emerging brands in a rapidly growing category and needed to secure their position as the industry leader while appealing to a broader audience. Our new positioning – Never Stop Exploring. The line re-energized the brand, aligning all the marketing into a cohesive and inspiring brand narrative that is inclusive while supporting The North Face premiere mountaineering position. Rewarding to see the line live on for years.

BRAND REPOSITIONING & ROLL OUT CAMPAIGN

NEVER STOP EXPLORING BRAND MANIFESTO

The North Face Expeditions

The North Face has built its reputation on supporting expeditions. Both big and small, only known of and followed by their core audience. We saw a big idea hiding there to reach the new emerging outdoor enthusiast audience. Together with the TNF Exploration Team we chose five of the most notable expeditions on their list and developed them into five TV shows to be aired on NBC Sports. To top it off, we enlisted Sting to host the shows and feature music from his latest album. We also used content from the TV shows for the brand marketing campaign.

BRANDED TV SERIES

WOW DVDS… WAIT, WHAT’S A DVD?

Alex Lowe, Adventurer