Overview

The Rising is a creative concept that inspires the next generation of female explorers. Support their journey with exploration. Additionally, focus on diversity and inclusivity in the outdoors.

My Role

UI/UX Design

Team

Art Director: Kevin Zavalaga
Strategist: Allyson Florez
Copywriter: Caleb Gantz

Tools

Adobe XD | Illustrator | After Effects

Duration

January - March 2020
3 months

01 / The Problem

Attract, inspire and enable the next generation of outdoor female enthusiasts.

Express a fresh, modern and more inclusive point of view on the outdoors and show younger female consumers everywhere how a personal relationship with exploration - the moments of challenge & self-discovery and the connections to nature & community - can serve to make all of us feel more alive.

02 / The Solution

The North Face hopes to inspire the women to use nature as a means of self-discovery.

The North Face will host an event on International Women’s Day in support of women in the outdoors from Half Dome in Yosemite Valley where the brand originally got its name.

03 / Case Study

Seek out on a journey and experience new things.

“The Rising” will start a worldwide social movement amongst women and girls so that they feel confident in pursuing a personal relationship with the outdoors. Through “The Rising” The North Face hopes to inspire and enable the current and next generation of women to use exploration in nature as a means of self-discovery.
“The Rising” utilizes a multi-media campaign of print, digital, and a promotional video in order to maximize exposure of the event.

04 / Strategy

“The Rising” dares to disrupt the social norm of what it means to be an adventurer in the outdoors.

“The Rising” utilizes a multi-media campaign of print, digital, and a promotional video in order to maximize exposure of the event. Promotions of “The Rising” will be seen in cities throughout the world as well as on social media with a hashtag (#TheRising) to spread the word. In full support of the modern day Women’s Rights movement, “The Rising” dares to disrupt the social norm of what it means to be an adventurer in the outdoors.

Big IdeaL

The North Face believes the world would be a better place if everyone could achieve their full potential through exploration.

Brand Archetype

Explorer : forge your own path, freedom of discovery (of oneself and the world), seeks out new things, more authentic fuller life

Insight

Adolescent girls lose self-confidence and the desire to play sports as they grow older.

05 / Visual Design

Topographic map inspiration.

Since the Half Dome is a mountain, I was inspired by the topographic maps that shows the shape and character of the Earth's surface. Using a topographic map of the Half Dome trail, I was able to create a user interface for the microsite of this event.

Color

The North Face's main colors are black, white, and red. I didn't want to stray to far from their branding so I decided to keep the same aesthetic.

Typography

The type choice was ITCFranklinGothic LT Pro which is also a Grotesk font like the Helvetica Bold used in the North Face logo.

Icons and Buttons

Since I used a topographic map for my visual, I wanted to keep the icons and buttons the same style. So I kept them rounded and imperfect.

07 / Process

A project always starts somewhere.

We wanted to focus on targeting younger women so the first thing I did was look into interesting or insightful facts on young women and the outdoors. Once we figured out that insight, we started to ideate around that one fact. Everything else fell in place once we figured out the goal.

08 / Reflection

My key takeaways from The Rising.

This was a full on 360 campaign for a One Club Young Ones brief. The start of this was definitely difficult and although it was not my first time creating a campaign, there was a lot of things I learned. From the start and the end of the campaign there were a lot of changes and this project proved to me that these campaigns are very volatile and does not always end up the way you originally planned.