Client // The North Face: Vectiv
Assignment // Brand Strategy, Brand Architecture and Systems, Global Campaign, Digital Experience, Marketing Process, Production Planning and Oversight
Leveraging the power of community to elevate a product launch to a brand statement.
For years, The North Face has led the charge of peak athleticism in the outdoors.
In September 2021, TNF called with an interesting proposal: they had their first ever premium footwear platform for trail, but needed to crack their go to market. With only four months until launch, they needed a creative strategy with digital experience at the center (not on the periphery). They had the executional resources with the beginnings of an internal creative team and a roster of partners, but needed the ideas, a playbook and leadership to knit everything together on both a global and local scale.
Elite athletes regularly beat FKTs (fastest known times) on a variety of trails using prototypes proving the unique value of the product.
We knew we had the proof for the power and integrity behind the product; but how could we turn a product into a brand campaign under TNF’s umbrella?
Rather than focusing on the innovation story alone, we grounded the go-to market strategy in this emotional drum beat bringing the look and feel to life in photography and videography of pushing boundaries, thumping up the trail, the explosive, exponential energy.
Elite athletes regularly beat FKTs (fastest known times) on a variety of trails using prototypes proving the unique value of the product.
Now that we had our wayfinding, the next hurdle was execution. With the COVID-19 pandemic still raging around the globe, how could we drive trial and buzz when all trail races, events, and outdoor gatherings were canceled?
Enter Further Together.
As a direct reflection to the campaign, our internal work flow emphasizes collaboration and building tools for TNF to use across all of their channels and countries. The collaborative concepts resulted in strong brand messaging, positioning toolkits, photography guidelines, motion graphics, and videography for TNF’s global marketing teams to leverage again and again.
