The North Face is entering a new phase in its growth and as a result, needed to evolve their brand strategy and better understand their target audience. In addition, the brand needed a global tool that would help internal audiences activate the new brand strategy.
I worked closely with the strategy team to refine The North Face’s Brand DNA Pyramid and created personality attributes that better reflect the evolved positioning. Their strategy, Brand DNA Pyramid and consumer insights were documented in a Brand Activation Playbook. I led the creation of the Playbook, working with a cross-functional team of designers and developers. The responsive site provides easy access to key content for internal audiences. In addition, the Playbook contains specifications and guidance for using The North Face’s key visual identity elements as well as a library for downloading key visual assets.
