The North Face started in 1966 as a small San Francisco retail and mail order operation catering to uncompromising outdoor purists. Within two years they were manufacturing their own gear, and over the past five decades have grown to become the industry leader in the design and manufacture of revolutionary outdoor equipment and clothing. Our challenge was to tell The North Face story in a way that would expand the brand’s appeal without alienating the original enthusiasts whose support has been so critical to its success. Our solution positioned TNF as the clear industry leader, incorporating both right- and left-brain messaging delivered in a way that was relevant and accessible to all TNF stakeholders — novice and expert, retailer and consumer.