The North Face

Never Stop Exploring

GIRVIN’s history with VF Corporation extends back over ten years in merchandising and design evolutions. Those foundations set the pace in how consumers perceive the products—how they realize the story of each brand and what connects them emotionally—through powerful brand images. The North Face in China is an explosive segment of VF’s global growth but still maintains an untapped audience with huge potential for further development. GIRVIN was approached with the challenge to identify the brand’s potential new audiences while maintaining the brand equity already resonating with the consumers.

Summiting The North Face

The first phase of work was to aggregate and analyze The North Face’s naming and tagline opportunities and challenges in five Chinese dialects across China. Extensive research was conducted with consumers, experts and competitors in China to arrive at confirmed recommendations on changes needed. A new Chinese name for The North Face along with a new logo incorporating the Chinese name was designed to embrace a wider audience that encourages consumer engagement. A newly created Brand Standards Guideline was developed to maintain the brand equity and consistency of the new brandmark for robust advertising campaigns through print or digital advertising.