The North Face – 50 Years of Parkas
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Hero image for The North Face’s 50 Years of Parkas campaign
We were thrilled to partner with The North Face in developing a campaign to commemorate the 50th anniversary of their iconic parka. This parka is not just a brilliant piece of technical gear for extreme conditions, it’s also a cultural symbol that has resonated with the masses. Our team crafted a comprehensive design system that included a dynamic motion package and an exclusive, limited-edition zine.
This system enabled us to integrate campaign photography and written interviews with some absolutely incredible people. Conrad Anker and Jimmy Chin recount epic stories of mountaineering, Quannah Chasinghorse shares what The North Face has meant to her in her advocacy and sustainability work, and Danie Sierra’s speaks of the parka’s resonance in urban culture. We had the immense pleasure of laying out their words alongside beautiful photography, from the heights of the Rocky Mountains to the streets of New York.
Druk Wide, Futura Passata, and Windsor made for perfect hero typefaces to carry this diverse cast of fascinating ambassadors – ranging from a bit nostalgic to very forward looking. They're supported by Neue Helvetica and Roboto Mono.
More examples in the full case study.
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Example spread from the promotional zine, which uses a variety of typefaces including Druk Wide, Futura Passata, and Windsor
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Conrad Anker’s interview in the zine, with his name in Druk Wide
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Parka manifesto set in Futura Passata
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Photos of Quannah Chasinghorse alongside copy set in Superclarendon
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Jimmy Chin looks good wearing Druk Wide. And Parkas.
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Danie Sierra's name set in Futura Passata. Interview text is Neue Helvetica.
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Examples of motion assets
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Example of out-of-home advertising on screens
This post was originally published at Fonts In Use