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. The 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. With the new positioning I lead teams that created marketing content across all distribution platforms. Rewarding to see the ‘Never Stop Exploring’ tagline live on standing up to the test of time.

Brand Positioning Strategy | Creative Direction | Copywriting | Art Direction | Client Management