THE NORTH FACE
CREATIVE CONCEPT
This project features a single‑page and full‑spread magazine advertisement for The North Face. The goal was to create a concept that highlights how the brand cultivates leaders in the world of exploration. A key requirement was to center women as explorers, ensuring the campaign connected authentically with that demographic.
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CONCEPT ONE
For my first single-page magazine ad, I really wanted to emphasize how The North Face makes it easy to excel as an explorer. I did this with a clean-cut design showing a woman smoothly leading the race to the top of the upside-down mountain. I wanted this to convey The North Face reimagining the world of exploration and in doing so, allowing their consumers to lead the field.
I paired this idea with the unique, clean heading font and subtle secondary font to add tidbits add tidbits about the brand spread out through out the page to catch the viewer's eye at any angle.
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FINAL PAGE
CONCEPT TWO
With my second concept of the magazine spread ad, I wanted to keep the connection with the first ad by keeping the same color scheme and typefaces but adding a different element of "hype". North Face wants its customers to not only explore new places but to explore new heights of all their outdoor activities. I wanted to show this within this ad by having the visual of a snowboarder jumping off a "ledge", with all eyes on her. I still wanted the design to be clean, but I wanted it to really emphasize the capability North Face has to create a new level of leaders.
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FINAL PAGE
