URBAN ASCENT

The North Face Cryos Collection

2017/2018

A premium lifestyle outerwear collection with an ethos rooted in the top tier technical outerwear crafted for the harshest conditions. This project was about addressing an emerging consumer by expressing our techhical prowess and mountaingeering origins using lux materials, re-interpreted sillhouettes and advanced construction.

Multiple product teams, top tier retail partners, marketing, PR, consumer insights teams and agency partners all played a role in leveraging our equity into this collection. We developed a custom a branding system and trim packages, engineered fabrics and challenged our development, construction and patternmaking teams to execute new forms and details. Sourcing and manufacturing were pushed to achieve the designers’ vision and the merch and product teams needed to fundamentally alter their target and voice to make the vision consistent, relevant and true to the intent. I worked with marketing and brand to focus the imagery and communication on the material beauty and premium build of the product while while teasing out the parallels of brand DNA and the rugged environments in the soul of of the collection.


The City is calling and we must go.

︎

Role/Category - Art direction (product), textile design, branding, design direction,  supercollaborator
Design Direction - Paxton Madison : TNF
Product Design - Paxton Madison, Kelly Vince, Brandon Coleman, Lisa Sakai
Art Direction/Marketing- Shane Dunn : TNF
Brand - Stephen Youngblade : TNF
Photography - Clayton Boyd : TNF

︎