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The North Face Style Summit 18', Visual Presentation

Summary

Back in 2018, The North Face’s marketing team assembled a fashion presentation to introduce their latest line to their worldwide sales representatives. These presentation decks were designed to educate sales reps on effectively marketing North Face’s new product releases.

The objective was to create a presentation template that captured the essence of the North Face brand while allowing the specific narratives and crucial data to shine. The layouts needed to enhance each unique moment while also maintaining a consistent visual message for the live event.

Technical Notes:
Photoshop: Photo lighting and retouching
PowerPoint: Deck composition and animation

Active Role In Project
Storyboarding
Created engaging design prototypes to roadmap the flow in run of show Work with multidisciplined teams including Producers, Artists, Marketing and other Leads to create/author content to achieve the project’s vision
Design Story
Developed engaging designs while maintaining North Face's high standard of visual continuity by sourcing editorial visuals and high contrast layout pallet to compliment the brand story established
Presentation Design
Upholding brand guidelines and Northface's design standards; I collaborated with internal and external stakeholders to ensure all brand presentations reach a length that got all the important points across while keeping the audience engaged

Style Template

I found it intriguing to fully integrate white space as a deliberate design element across the presentation. Following a social media-inspired approach, I deconstructed a mason grid to weave a unified narrative. This approach enabled the text and imagery to take the lead, strategically incorporating the high-contrast colors from the North Face brand to unify each keynote deck into a cohesive whole.

Technical Notes:
PowerPoint: Deck composition and animation

NorthFace18

Visual Inspiration

When choosing visuals to aptly convey the presentation’s narrative, a priority was placed on embracing global diversity within the brand’s social context. I aimed to harness the personal style narratives of individuals portrayed in the advertisements, while also creating a platform that effectively showcased the diverse and impactful spectrum of North Face’s style story.

Multiple Moments, 1 Layout System

Visual Narration

The distinctiveness and captivating nature of the presentation stemmed from a harmonious blend of static and dynamic elements that injected excitement without inundating the viewer with extensive written content. Embracing a layout dominated by negative space served a dual purpose: it enabled white space to establish a pristine and crisp backdrop, elevating the visual impact consistently throughout the presentation.

Adventure Driven Moments

Part of crafting a compelling story was leveraging visuals rich in color, a photo story that energized the presentation; bold, high contrast typography that editorialized the layouts when being seen either on desktop or large theater presentation.

Sale Focused & Influenced

Telling a compelling visual story is important, making it visually functional is equally important. As with many presentations, the nuts and bolts need a space to communicate. In the graphics, I used the colors in solid negative and positive space block style that allowed the information to better live in a very editorial presentation story while creating clear, uncomplicated, data rich slides.

Product Guided

Addressing the fundamental aspects of marketing and product positioning, opting for silhouetted models and figures allowed for a stronger emphasis on the content-rich sections of the presentation. This approach minimized distractions from the presentation itself. For instances requiring a compelling message, we employed a full image bleed treatment to distinguish it from the standard template pages.
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