The North face - Summit Series FW 15 campaign

Summit Series by The North Face had become deluded. Once a line of performance-driven climbing equipment, it slipped into the mainstream. We needed to reposition Summit Series as the gear extreme athletes survive on. We led Summit Series in a new direction: The Other Way. Reconnecting the sub-brand with its roots—The World’s Finest Alpine Equipment—The Other Way is a challenge: Denounce the well traveled in favour of the uncharted. The base of this identity is a gradient effect, symbolizing the effect of sunlight on mountain faces, illuminating one while shading another: The Other Way. A monochrome scheme was used to draw attention to the built-in performance and tech aspect of Summit Series. We also needed to create a simple style guide that thephotographers could follow while shooting Summit Series up in the mountains.

We extended our concept through a series of posters. They introduced the new visual identity, and displayed the new collection in action. Additionally, the Fall / Winter 2015 Summit Series Lookbook needed to introduce the new visual identity, and display the collection: The perfect blend of mountain porn and product shots, to inspire climbers to conquer, with the World’s Finest Alpine Equipment Reimagined.

Annonceur: The North Face
Agence: SID LEE
Direction exécutive de création: Kristian Manchester
Vice-présidence stratégie: Dustin Rideout
Vice-présidence service conseil: Nicolas Van Erum
Direction groupe conseil: Justine Trudeau
Conseil: Charles Thomas Wolfe
Direction artistique: Simon Chénier-Gauvreau
Design: Lian Benoit
Direction de compte: Sébastien Lauzon (Graphiques M&H)
Production imprimé: Stéphan De Gagné (Graphiques M&H)
Imprimeur: L’Empreinte

2015 

Award
Grafika 2016 - Grand Prix for North Face Summit Series Lookbook