THE NORTH FACE

To re-gain their brands’ soul and generate meaningful consumer engagement, TNF needed to stand for something greater, and move from a brand to stand.

• Developed key deliverables to excavate and articulate guiding organizational Values, Purpose, and Bold Commitments.

• Sourced external experts on curiosity, uncovered paradigm shifting insight that shifted the definition of “exploration” to be more than a physical feat but a mindset.

• Purpose and Values led to a call for Earth Day to become a federal holiday and their full page ad in the New York Times proving to the world that we are all explorers—regardless of age, gender, nationality, or affiliation.