A brand reading
The North Face.
Explorer The edge as destination.
North Face equips professional climbers and dresses commuters as if they might become one. The Explorer’s pitch is that the gear is a permission slip: own this, and the option is open. Whether you take it is between you and the mountain.
The reading.
Explorer with a Sage counterweight, expressed.
- Character
- Explorer
- Drive
- Adventure, freedom, novelty, self-discovery, discovery.
- Fear
- Restraint, stillness, entrapment, confinement, caution.
- Strategy
- Invite people to explore the brand, the world, and ultimately themselves.
- Counterweight
- Sage
- Opportunity
- Outdoor gear was Everyman. The summit-Explorer lane was open.
- Diagnostic
- Expressed
The Explorer as permission. North Face equips professional climbers and dresses commuters as if they might become one; the gear is a permission slip. The Sage counterweight is the technical knowledge in the equipment.
Famous spot
Walls Are Meant for Climbing, 2018