Client: None - speculative personal project
Role: Concept · Strategy · Design · Copy
Built: 2025
A speculative brand campaign concept for The North Face, built as a personal project. A pitch deck covering concept, emotional thesis, five campaign anchors, and a three-channel rollout across print, transit, and social. Not commissioned by or affiliated with TNF.
The North Face has been my target brand since I got into marketing. The connection isn't abstract - it goes back to 2018, when I took a summer-long solo cross-country road trip and started a blog I called Find Yours to document it. The blog centered on what I called "Exploration of Self" - using travel and adventure as the backdrop for thinking about mind, body, and soul. That experience was my first real lesson in building a brand and using exploration as its frame.
TNF's positioning - exploration as a state of mind, an ethos, "not about getting to the top of Mt. Everest, it's about the climb" - has been the thing I've wanted to work on since. After being laid off in April 2025, I used some of the extra time to do what I'd been wanting to do anyway: build a complete brand campaign for TNF as a personal creative challenge.
Face | Exploration was the result.