Challenge. Create branding for an annual speaker series for The North Face, and execute the system that spanned from postcards to posters to digital assets. It had to be aligned with The North Face brand, but also be a memorable identity that would carry the series from year-to-year.

Solution. The bold use of black, one of the TNF brand colors, allowed a grid of real athlete instragram photos to focus on athlete experience. The flexible communication system, which needed to highlight over 10 athletes speaking in over 25 locations nationwide, used clean typography and hits of red to guide eyes to important information quickly. Line drawings of the individual athletes personalized only the athlete-specific pieces.