The world’s finest alpine equipment

Agency/Brand:

REI

Client:

The North Face

Role:

Art Director/Photographer

Scope:

Concept Development
Location Photography
Design/Art Direction

Overview:

In late summer of 2017, we partnered with technical outerwear giant, The North Face to help launch their new line of technical mountain wear for rollout in all Co-op locations. This rollout being the latest installment of the brands legacy line - The Summit Series. We concepted and developed an identity for how the rollout would look in stores and online across various mediums and platforms, along with aligning with the company’s brand look and feel through the use of expedition imagery paired with ours.

Role:

We found challenges in showcasing the The Summit Series line’s technical features in less than ideal weather conditions. Finding windswept cornices and technical rock/ice routes in the middle of the summer, on a next to nothing budget, proved to be a challenging task. Through choice cropping and split toning, we were able to leverage our assets in such a way that made the final product look brand right for both the client (TNF) and our creative standards at the Co-op.

Be summit-ready with The North Face

North Face rises to the challenge of extreme mountain environments with all the features and technology you need, so you can handle icy mornings, slushy afternoons and the push to the top.

No compromise gear for no compromise situations

The Summit Series by The North Face

Alpinists know that the right gear is essential for every summit attempt. The Summit Series by The North Face rises to the challenge of extreme mountain environments with all the features and technology you need for icy mornings, slushy afternoons and the push to the top.