Never Stop Exploring

the north face

2014 Rebrand Guide India Stephenson

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

Client Profile

About the Company

In 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.

Mission, Vision, and Goals

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

Industry

The 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

Target Audience

The 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.

Strengths and Core Competencies: • • • •

Quality New technologies Performance Commitment to sustainability

Products/Services

Currently, 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 Used

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

Niche

Quality, performance, technical gear for the outdoor enthusiast

2

Creative Brief Overview

It 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 Proposition

The North Face has a foundation of commitment to sustainability and the environment

Objective/Purpose/Goals

Refresh 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.

3

Target Audience

Maintain 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

Tagline

Maintain Current Tagline: “Never Stop Exploring”

Call to Action www.thenorthface.com

4

SWOT Analysis Strengths • • • • •

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

• • • •

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

Treats

5

Expanded Target Market 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.

Ben West

Age: 24 Gender: Male Location: Pittsburgh, PA

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

6

Mood Boards

7

Competitor Analysis Current 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

8

Style Guide Color Palette

CMYK: 100,100,100,100 RGB:

0,0,0

0,0,0,0 55,255,255

48,30,41,1

20,52,61,2

11,31,66,0

54,40,71,17

145,156,146

199,134,104

225,177,108

115,119,88

Type Faces helvetica (bold) abcdefghijklmnopqrstuvwxyz 0123456789

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helvetica (oblique) abcdefghijklmnopqrstuvwxyz 0123456789

helvetica (light) abcdefghijklmnopqurstuvxyz 0123456789

helvetica (light oblique) abcdefghijklmnopqurstuvxyz 0123456789

Logo Design Full Logo

the north face

the north face

the north face

the north face

the north face

Abbreviated Logo

10

Print Ad

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Media/Merchandise Apparel

Accessories

Women’s Organic Cotton Tank Men’s Organic Bamboo T-Shirt

Glass Waterbottle

Metal Canteen

Gear

Wooden Thermos Tent

Backpack

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the north face

Never Stop Exploring