Fall Layers
I led the design of a seasonal campaign for The North Face that positioned transitional layering as adaptable, everyday performance. The work used a flexible visual system of environmental vignettes to show how the collection moves across changing weather, settings, and moments throughout the day, creating a cohesive story across customer touchpoints.
Role
Senior Designer
Creative Team
Lauren Harned; Art Director, Jenna Hoy; Art Director, Joseph McGinley; Lead Copywriter
Built for Changing Conditions
Life moves across seasons, settings, and shifting conditions. Through a series of adaptable vignettes, the Fall Transitional collection is positioned as modern, versatile layering designed to move seamlessly from one environment to the next, and to be reached for throughout the season.
Photography
The Collage Concept
The collage concept layers product, color, and environment in a tactile way that captures the unpredictability of shoulder season. Cut-paper textures and modular outdoor vignettes create a sense of movement and adaptability, giving the campaign a distinct, handcrafted visual identity.
Site Application
Landing Page
Mobile App and Messaging
Lifecycle Email Marketing
Iterative Design Process
Social-Native
In-Store
The Result
Created a flexible visual system that helped unify the Fall Layering story across digital, retail, and campaign touchpoints.
Strengthened product storytelling by pairing adaptable layering messages with a distinctive collage-based visual language.
Delivered a cohesive set of launch assets that gave teams a clear, repeatable framework for bringing the seasonal campaign to market across channels.