the north face / creative vision

TNF Future Light camper.jpg
 

ELEVATING DESIGN AS A CATALYST FOR FUTURE BUSINESS SUCCESS

Despite business success, The North Face’s creative leadership lacked to tools to deliver breakthrough creativity, which was limiting growth.

SCOPE OF WORK

Work with senior creative leadership to define an inspirational creative vision that:

  • Elevates Design by giving Creatives the tools to protect and grow the business

  • Aligns creative disciplines (Design, Marketing, Retail, Digital) under a shared “North Star” vision

  • Provides specific, actionable tools for near-term change 

  • Builds towards a longer-term transformation of TNF creative culture

PROJECT ACTIVITIES

  • Brand / business audit

  • Stakeholder interviews

  • Co-creative workshops

  • Vision setting + activation

  • Creative toolkit development

KEY INSIGHT

The North Face was founded with a spirit of creative disruption, which it has lost as it achieved greater business success. Unlocking this heritage of disruption has empowered creatives to bring the brand DNA to life.

OUTCOMEs

  1. A Creative Vision that connects the dots between creative disruption, material innovation, and business success, empowering creative leaders with brand-driven rationale for taking creative risks.

  2. Specific, action-oriented Creative Principles & Tools that provide a detailed roadmap for success in Product, Marketing, Retail and Digital deliverables.

  3. A physical manifestation of this vision, embodying the core principle of disruptive innovation. This FUTURELIGHT CAMPER, showcasing a breakthrough material innovation, was exhibited at CES 2019.