As The North Face entered a new phase of growth, the brand needed to sharpen its strategy, clarify its positioning, and empower internal teams to bring it to life globally. To do this, I partnered closely with the strategy team to refine their Brand DNA Pyramid and define personality attributes that captured the brand’s evolved spirit.
I led the creation of the Brand Activation Playbook—a responsive digital tool built with a cross-functional team of designers and developers. The Playbook housed everything from strategic frameworks and consumer insights to practical guidance on applying key visual identity elements, along with a library of downloadable brand assets.
The result was a single, intuitive platform that made The North Face’s brand strategy accessible, actionable, and inspiring for teams around the world.