Haute Sweat Look Book

Sweat chic and gritty black and white imagery was the basis for the Spring Look Book. We wanted to create an old-school gym vibe with the photography matched up with some handwritten type to add a softer touch to juxtapose with the raw environment. Pops of cyan and lucy orange help give the page a bit of modernity.

Sheer Strength Campaign

Sheer Strength was an exciting campaign. Playing off of the word "sheer" as a softer typeface paired against "sheer" as a stronger typeface, dynamic tension was created. The orange dash adds a bit of character and is branded with lucy orange.

The art direction for the photography was purposely captured to highlight a see-through effect.

Cryptic

Cryptic was a snow sports line geared towards a younger audience with the TNF line. Two logos were created for women's and men's products. For the men's logo, I used the chopped-up number set of the Carbon typeface to create the word cryptic as in solving a puzzle. The women's logo is similar but using the serifed type and playing off the key aspect as in "she holds the key".

Athlete Team Marketing

I created a series of posters a brochure (tri-fold) for The North Face athlete team. The assets were branded with a custom lock-up, front and back poster and imagery of each athlete.

Product Art Direction

Product photography and flat-lay series. 

Lucy Activewear