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The North Face — An America Brand in China

In the US, The North Face brand resonates with adventure–seekers and highly active sport enthusiasts. While these individuals also exist across China, the general population engages with the outdoors in a way less centric to achievement and more focused on connecting with nature and one another. Working from the IDEO Shanghai studio, our team partnered with The North Face to define the outdoor category in China. Our collaboration helped The North Face envision and activate human–centered growth opportunities relevant to Chinese consumers through the design of new brand communities, digital experiences, and retail strategies.

Project Roles
Creative Director
Brand Strategy, Creative Direction, Design
Brand Guidelines, Branded Content, Branding, Briefs, Customer Journey Map, Editorial Designs, Environmental Design, Infographics, Manifestos, Microsites, Photography, Product Designs, Prototypes, Retail Designs, Roadmaps, Service Designs, Short Films, UI Design, User Journeys, Visual Designs
Project Industries
International, Retail
The North Face — An America Brand in China