In January 2015, we won an RFP to work directly with The North Face and IDL worldwide to create an engaging global fixture and window campaign to celebrate an exclusive 327-store global relaunch of the Summit Series, their pinnacle mountaineering product line.

The Brand campaign called adventurers to go The Other Way and featured breathtaking, otherworldly imagery from a Himalayan Summit Series test climb. As design lead for the project, I led the creative RFP endeavor, concept development, design refinement and final production efforts. I worked directly with clients at The North Face to understand how best to highlight the 7-layer product line and refine the fixture designs, while collaborating internally with account and project management, design, engineering teams both in the United States and China, communicating and managing design intent across disciplines, offices, coasts and countries.

As I managed the development of the Summit Series Relaunch fixture, The North Face also granted our team the opportunity to design the corresponding national window campaign. Utilizing the otherworldly photographic assets provided by The North Face from the Himalayan test climb, I art-directed my graphic design teammates at IDL Worldwide, Brandon Hrycyk and Brian Eyler, to focus on geometry and dichotomy of light and dark to create a sense of texture and perceived structure within the windows.

While working with The North Face to complete and deliver the Summit Series fixture and retail window rollout, I traveled with my account and project management team to Salt Lake City, Utah to assemble the fixture for a Summit Series relaunch media event. I choreographed and co-starred in a live how-to video that became the basis for a more refined 3D-rendered assembly video guide, created by IDL’s Portland-based 3D visualization team, which we provided with the Summit Series fixture to store associates across the globe.

Design & Fabrication: SGK