Never Stop Exploring

2014 Rebrand GuideIndia Stephenson

the northface

Table of Contents

Client Profile..........................................1Creative Brief........................................3SWOT Analysis.....................................5Expanded Target Market......................6Mood Board.........................................7Competitor Analysis.............................8Style Guide...........................................9Logo Design.......................................10Print Ad...............................................11Media/Merchandise............................12

Mission, Vision, and GoalsThe North Face strives to provide high performance, innovative, quality, and stylish gear in an environmentally and socially sustainable way.

About the CompanyIn 1966 when the outdoor sports industry was lacking, Doug Tompkins, a passionate skier with a flair for merchandising, along with his wife, Susie Tompkins, decided to open a high-end ski and camping gear storefront at 308 Columbus Avenue in San Francisco’s North Beach. In 1968, Kenneth “Hap” Klopp acquired The North Face and shifted focus from retailing a variety of products to designing and manufacturing the best outdoor gear under The North Face brand. Today, The North Face operates under VF Outdoor Inc and is Headquartered Alameda, Calif. The company offers the most technically advanced and extensive line of products in the market to accomplished climbers, mountaineers, snowsport athletes, endurance athletes, and explorers. The North Face products are sold in specialty mountaineering, backpacking, running, and snowsport retailers, premium-sporting goods retailers and major outdoor specialty retail chains.

Client Profile

IndustryThe North Face is one of the leading brands in the outdoor industry. They focus on the hiking, climbing, and ski industries. Their products are sold in 65 countries worldwide and they are very competitive among their industry.

1

Strengths and Core Competencies:• Quality• New technologies• Performance• Commitment to sustainability

Products/ServicesCurrently, The North Face sells apparel ranging from jackets, pants, shoes, and accessories, as well as equipment including tents, backpacks, duffel bags, and sleeping bags.

Tone/Current Design Style UsedThe current tone and design style of The North Face is a modern, slightly corporate look using reds, whites, blacks, grays and emphasizing outdoor imagery

NicheQuality, performance, technical gear for the outdoor enthusiast

Target AudienceThe North Face has a broad targ et audience but focus on outdoor extremists and enthusiasts. They offer apparel/gear for men, women, and children ages 6-75.

2

Creative BriefOverviewIt seems as though The North Face has been expanding their target market to gain the sales of a less outdoor inclined clientele, such as soccer moms, college students, and grandparents, who are wearing The North Face for everyday use. This is changing the brand into a more corporate athletic company such as Nike and Underarmor and it shows through their website and logo design.

Unique Selling PropositionThe North Face has a foundation of commitment to sustainability and the environment

Objective/Purpose/GoalsRefresh the brand image and logo to incorporate a style for a younger generation, and return the company to its roots and core values by showing a commitment to the environment and sustainability.

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4

Target AudienceMaintain the current target audience of outdoor enthusiasts but emphasize a younger generation of active 18-35 year olds.

Words That Describe the Visual Appearance You Want to Achieve• Green• Outdoorsy• Artistic• Young• Beautiful• Environmentally friendly• Sustainable

TaglineMaintain Current Tagline: “Never Stop Exploring”

Call to Actionwww.thenorthface.com

5

SWOT AnalysisStrengths• The North Face already has a pre-established name is strong and well known withing the outdoor community• Existing brand loyalty• Sponsorship of top climbing, ski, and mountaineering athletes• The company provides quality and performance• Commitment to investment in research and development

Weaknesses• High prices for goods• Lacking the style for a younger generation• Rebrand may reject previous purchasers• Commitment to environment and sustainability is not shown through gear

Opportunities• Gain a more loyal customer base• Gain a more targeted audience• identify brand as outdoor wear for younger generations• Ability to invest in more environmentally sustainable efforts • Return the company to its core values

Treats• Emerging companies • Lower priced competitors • Counterfeit products sold on eBay• Rough economy

6

Expanded Target Market

Ben WestAge: 24Gender: MaleLocation: Pittsburgh, PA

Mini Bio: Ben West is born and raised in Pittsburgh, Pennsylvania. He grew up skiing at his local mountain. During his summers in college he worked as a counselor at an adventure summer camp. Currently, he works as a full-time manager at Willi’s Ski Shop and stacks up his vacation days in order to take road trips across the US. He loves to travel to locations such as Jackson Hole, WY, Mt. Hood, OR, and Yosemite, CA in search of powder to ski, rocks to climb, and rivers to kayak.

Income Level: $34,000Social Class: Middle-classEducation: College

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Mood Boards

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Competitor AnalysisCurrent Trends

• Designed for older generations

• Commitment to sustainability

• Environmental awareness

• Emphasis on technology

• Emphasis on design, style, colors

and cuts

• Outdoor/Lifestyle shots used in

advertising efforts

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Style GuideColor Palette

Type Faces

CMYK: 100,100,100,100 0,0,0,0 48,30,41,1 20,52,61,2 11,31,66,0 54,40,71,17

helvetica (bold)abcdefghijklmnopqrstuvwxyz0123456789

RGB: 0,0,0 55,255,255 145,156,146 199,134,104 225,177,108 115,119,88

helvetica (oblique)abcdefghijklmnopqrstuvwxyz0123456789

helvetica (light)abcdefghijklmnopqurstuvxyz0123456789

helvetica (light oblique)abcdefghijklmnopqurstuvxyz0123456789

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Logo Design

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Full Logo

Abbreviated Logo

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Print Ad

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Media/Merchandise

Women’s Organic Cotton Tank Glass Waterbottle

Wooden Thermos

Metal Canteen

Apparel

Gear

Accessories

Men’s Organic Bamboo T-Shirt

BackpackTent

the northfaceNever Stop Exploring