Evolve
Marketing campaign
Project overview
Evolve is a marketing campaign created for The North Face, focused on promoting a new line of vintage-style apparel and equipment made from recycled gear. This campaign celebrates the brand’s history while encouraging sustainability and adventure.
The visual identity blends nostalgic imagery, grain textures, and topographic overlays to evoke storytelling and past expeditions. Every design element from the colour palette to the typography supports the campaign’s message of reimagining the old to create something new.
Project goals
Create a visually cohesive and nostalgic campaign
Combine traditional and digital media
Deliverables
Social media, advertisements, promotional mailer
Date
2025
Overall design
The visual identity of the campaign has a vintage feel that evokes a sense of nostalgia and storytelling, which The North Face tends to use in other marketing material. Each design is created with vintage and storytelling aspects, from a burnt orange and teal blue to the photography having a grain overlay. Each photograph is carefully chosen to add to the history of The North Face and tell a story.
Traditional media
A Lino cut is added to each design as it is a topographic map of a section of Yosemite National Park where the Half Dome Cliff is located and a nod to the logo.
Date
2025
Project goals
Create a visually cohesive and nostalgic campaign
Combine traditional and digital media
Deliverables
Social media, advertisements, promotional mailer
Date
2025
Project goals
Create a visually cohesive and nostalgic campaign
Combine traditional and digital media
Deliverables
Social media, advertisements, promotional mailer
Video Advertisements
Youtube bumper ad
The YouTube bumper ad is designed to quickly grab attention with a fast-paced, energetic edit. It uses a collage-style layout to showcase multiple items from the collection and highlight different types of adventures.
Design Process
Research
Research for the Evolve campaign focused on understanding The North Face’s core audience adventure lovers who value sustainability and storytelling. The vintage-inspired colour palette was informed by historical gear tones, while the media strategy prioritized platforms like Instagram and YouTube to reach a younger, eco-conscious demographic. Exploration of The North Face’s history shaped the imagery and messaging, drawing from real expeditions and iconic landscapes tied to the brand’s history.
Research
Research for the Evolve campaign focused on understanding The North Face’s core audience adventure lovers who value sustainability and storytelling. The vintage-inspired colour palette was informed by historical gear tones, while the media strategy prioritized platforms like Instagram and YouTube to reach a younger, eco-conscious demographic. Exploration of The North Face’s history shaped the imagery and messaging, drawing from real expeditions and iconic landscapes tied to the brand’s history.
Design Process
Ideation
My ideation process begins with brainstorming techniques, such as mind mapping and word association, to explore different directions. From there, I develop thumbnails and linears to establish composition layouts for social media posts. One of the goals of this project was to integrate traditional media into the campaign. To achieve this, I created test prints using lino cuts, producing topographic map patterns.
SOcial Media posts
Composition:
Each social media post follows a clear set of guidelines to maintain cohesion. Elements such as the coordinates, which mark the location of each image, tie back to the brand’s exploration and authenticity. Also, adding the brand logo, campaign logo, grid, and linocut pattern ensures consistency across the campaign, reinforcing a unified and recognizable identity.
Imagery:
Each background image for the social media posts is carefully chosen to match the image of the brand. For example, the mountain imagery shown here is The Half Dome in Yosemite National Park, which is what The North Face logo is inspired by.
Gear For Generations
Typography:
The typography used is Impact for the Headings as it is a bold legible typeface and is overlaid with a threaded texture. For the subheadings and body copy Chainprinter is used as it has texture and unevenness to it complementing the linocut texture.
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#E2690B
#3C7A90
Colour palette:
The colour palette is a burnt orange and deep teal blue, as they are natural colours. The orange is often found in different older gear, adding to the vintage feel to the campaign and grabs the viewer's attention when over top of the blue.
Instagram reel / Tiktok
The Instagram Reel has a similar style to the bumper ad but focuses on building anticipation for the collection. A shifting topographic map symbolizes evolution and change. The design is kept minimal to spark curiosity and hint at the collection’s story without giving it all away.
Project Outcomes
This project allowed me to explore the balance between traditional and digital media while reinforcing the importance of consistency in brand storytelling. By combining texture, structure, and strategy, the campaign delivers a strong visual identity that aligns with The North Face’s values.
Instagram reel / Tiktok
The Instagram Reel has a similar style to the bumper ad but focuses on building anticipation for the collection. A shifting topographic map symbolizes evolution and change. The design is kept minimal to spark curiosity and hint at the collection’s story without giving it all away.
