While at The North Face, I’ve had the opportunity to continue working in the graphics area of my career, but I have also had the opportunity to expand my experience in areas like art direction, production planning, execution, and post production, large scale print design, collaborations, and agency partnerships. While such a different type of day-to-day from my other experiences, my time as an Art Director and Global Brand Designer at The North Face has helped me grow in a lot of different ways. Below you’ll see projects I was part of and descriptions of my role in the project.
The North Face
Global Climbing Day 2024
This was my first campaign project at The North Face, and it was a great step into learning in the world of art direction, pre-production, production, and post-production and branding for a global company. I worked with the team to plan a look and feel for the shoot, shot lists, and video storyboards as pre-production. Then I got to travel to be a part of my first shoot at TNF, where I learned a lot about communicating with the photographer and videographer, connecting with the athletes and talent, and making sure to check off everything we’d planned for.
After the shoot, I collaborated with the art director in making selects, giving video feedback, and I created still and motion graphics for the campaign. I then compiled everything we gathered, including photo, video, graphics, and messaging into a directive format to share out with our regions to go into tactical. The look and feel of all of these assets are very natural, as if a group of friends were spending a day at the climbing gym together working on problems and chilling, and we captured exactly that!
And lastly, I love to bring my own camera(s) along to shoot from my POV when I’m not busy helping, so I wanted to include some of those.
The North Face
Trail Run 2025 Campaign
I was lucky enough to be brought onto this Tier 1 campaign to work with an awesome team of people on the production process, from ideation to execution, CGI art direction, key art, and social executions. I got to spend time in Hong Kong with the crew, learning from the art director and videographer, and helping anywhere I could. I spent meaningful time with the athletes as well, and learned a lot about communicating with talent in the production process. Here you’ll see imagery that I helped to ideate and bring to life with the team, key art that we created together, CGI videos that I storyboarded and helped art direct, and social videos that I was responsible for capturing while in Hong Kong. This project was a massive learning experience for me and I am so grateful to be a part of the entire process.
And for some BTS, here’s a look at some film that I shot while on set in Hong Kong…
The North Face Seasonal Kickoff
Journey and Rig Graphics
In preparation for future seasons, we create an internal rig space two times each year for the creative direction team to share their vision for the future seasons with the product, marketing, and other teams in the company. This space is also used to present to wholesale partners to give them insight into future seasons’ product offerings. My role in this production is to work with the brand narratives team and the creative direction team to create the graphics to bring this space to life. These images show some of the spaces I created graphics for and worked with the team on. I have been a part of the Seasonal Kick Off rig design since I started at The North Face, and this time around I had the most creative freedom and was brought into the process early on so that I could have a larger impact this time around.
The North Face Headquarters Graphic Redesign
Through working with the creative director of retail spaces, I created new graphics for the The North Face floors at the Wewatta Office in Denver. This project was huge on communication efforts, meticulous design, and testing with different printing methods. I learned a lot about a space I don’t typically work in. Here you’ll see some images of some of the final graphics for the spaces in the building, and I am super proud of how they turned out.
