The North Face

Services

Project Information

Doubleday & Cartwright acted as creative partner for The North Face’s city-focused initiatives, leading strategy, creative direction and campaign development. We launched and now manage the @thenorthface_city Instagram, shaping a graphic identity and content voice that brings The North Face’s exploration heritage into an urban context. For the fashion-forward Black Series capsule, D&C defined a minimalist visual language and art-directed campaign imagery that culminated at its SS20 launch during Paris Fashion Week. Across all projects, our team maintained a modern, technical aesthetic — rooted in TNF’s performance DNA but expressed with a clean, design-forward style — unifying the brand’s tone for city audiences.

D&C also crafted the launch campaign for The North Face’s Denim × GORE-TEX capsule, highlighting the blend of streetwear style and outdoor functionality. We produced art direction and visuals that emphasize relaxed, city-ready silhouettes made from advanced denim GORE-TEX fabrics. Throughout each initiative — social, retail and runway — our studio wove a consistent cultural narrative that merges rugged utility with contemporary fashion cues. The result is a unified brand story that redefined TNF’s urban presence across channels, where technical performance and fashion-forward design meet seamlessly.


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Services

Project Information

Doubleday & Cartwright acted as creative partner for The North Face’s city-focused initiatives, leading strategy, creative direction and campaign development. We launched and now manage the @thenorthface_city Instagram, shaping a graphic identity and content voice that brings The North Face’s exploration heritage into an urban context. For the fashion-forward Black Series capsule, D&C defined a minimalist visual language and art-directed campaign imagery that culminated at its SS20 launch during Paris Fashion Week. Across all projects, our team maintained a modern, technical aesthetic — rooted in TNF’s performance DNA but expressed with a clean, design-forward style — unifying the brand’s tone for city audiences.

D&C also crafted the launch campaign for The North Face’s Denim × GORE-TEX capsule, highlighting the blend of streetwear style and outdoor functionality. We produced art direction and visuals that emphasize relaxed, city-ready silhouettes made from advanced denim GORE-TEX fabrics. Throughout each initiative — social, retail and runway — our studio wove a consistent cultural narrative that merges rugged utility with contemporary fashion cues. The result is a unified brand story that redefined TNF’s urban presence across channels, where technical performance and fashion-forward design meet seamlessly.


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