The North Face
Faced with changing organizational dynamics and brand priorities, The North Face was looking for internal alignment through a refined MVP.
My team delivered updated brand language in the form of a Mission, Values, and Purpose, all underscored by a new internal Brand North Star.
Insight
Exploration loses meaning without intent. It’s purpose and drive that give life true direction.
From the very beginning, The North Face has stood to equip those that do the most extraordinary things in the most extraordinary places.
Our brand discovery process revealed that The North Face’s team of athletes are all driven by an intense sense of purpose. It’s the spirit of this team that separates The North Face from every other outdoor brand.
Idea
True North.
A steady sense of direction — one that keeps you aligned with what’s true to you.
When people follow their own True North, life gains conviction. It empowers a more intentional way of being.
Impact
A compass to hold the organization true.
The North Face shared our brand language internally coinciding with the celebration of its founders day.
True North serves as an internal brand platform — a guiding force to align teams around a shared sense of purpose, values, and direction.
Our Mission, Purpose, and Values are embedded today throughout consumer-facing brand messaging.
