The North Face Retail Store Grand Openings
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 customizable invitations, flyers and signage announcing the store’s opening within that particular city. The North Face provided the “Urban Basecamp” headline that was to be implemented on everything from raffle box signs to posters and the T-shirts given out on opening weekend. It was my job to create a look for retail collateral which was engaging for customers and represented the integrity of the brand throughout all of the stores.
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A unifying logo treatment customized to each city was developed to be used across all store openings.
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Vertical banners, mall signs, counter cards and other signage was created in the grand opening branding.
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Customizable direct mail templates were created to send to targeted customers in each grand opening city.
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“Get Outdoors Guides” were created for each city highlighting not only the store’s location, but local parks and hikes. T-shirts and apparel was produced in the same branding.
The City Skyline Mark
The challenge was to find a cohesive way to brand the 2013 openings while designating some individuality to each particular city. Using the brand’s “Never Stop Exploring” tagline as inspiration, I created a point-to-point city skyline illustration to represent an individual’s exploration of the brand and the outdoors as they moved about the city. This became the cohesive mark of the grand opening weekends in all cities.
