The North Face opened about 10 different retail stores across both the US and Canada in 2013. Each store had a grand opening weekend which required invitations and signage announcing the store’s opening within that particular city. The North Face came to us with a chosen theme that was to be implemented on everything from raffle box signs to posters to the T-shirts given out on opening weekend.
The challenge was to find a cohesive way to brand the 2013 openings while designating some individuality to each particular city. A city skyline illustration was developed for each print piece to address this. Using the brand’s “Never Stop Exploring” tagline as inspiration, a point-to-point skyline illustration was designed to represent an individual’s exploration of the brand and the outdoors as they moved about the city.
(Factory Design Labs established the “Urban Basecamp” theme and that it visually was to include the triangular graphic elements, camp icon and coordinate points).