The North Face
Summit Series Email
A self-initiated concept built around “Not that tall.” Large-scale alpine photography, restrained typography, and focused product storytelling make intimidating terrain feel a little more approachable.
The North Face
Summit Series Email
A self-initiated concept built around “Not that tall.” Large-scale alpine photography, restrained typography, and focused product storytelling make intimidating terrain feel a little more approachable.
The North Face
Summit Series Email
A self-initiated concept built around “Not that tall.” Large-scale alpine photography, restrained typography, and focused product storytelling make intimidating terrain feel a little more approachable.
Additional Digital Work
Selected social media graphics for Lowe's Pro Supply.
Concept
“Not that tall.” uses dry understatement against the scale of the mountain to create a simple visual contradiction. From there, the campaign shifts from brand credibility to featured gear and athlete imagery.
Role
Concept, art direction, design, image compositing, copy development
Deliverable
Promotional email
Tools
Figma, Adobe Photoshop
Project Type
Personal concept project
Design Decisions
Brand Research
Current North Face emails and digital materials informed the typography, logo placement, spacing, and CTA treatment. Rather than relying on generic outdoor-design conventions, I used current brand references to decide what belonged and removed treatments that didn't support the brand or campaign.
Art Direction & Structure
The email moves from campaign imagery to brand credibility, isolated product photography, and finally athlete imagery. Shifts in scale, color, and image treatment give each section a distinct purpose while maintaining a continuous visual rhythm.
Concept
“Not that tall.” uses dry understatement against the scale of the mountain to create a simple visual contradiction. From there, the campaign shifts from brand credibility to featured gear and athlete imagery.
Role
Concept, art direction, design, image compositing, copy development
Deliverable
Promotional email
Tools
Figma, Adobe Photoshop
Project Type
Personal concept project
Design Decisions
Brand Research
Current North Face emails and digital materials informed the typography, logo placement, spacing, and CTA treatment. Rather than relying on generic outdoor-design conventions, I used current brand references to decide what belonged and removed treatments that didn't support the brand or campaign.
Art Direction & Structure
The email moves from campaign imagery to brand credibility, isolated product photography, and finally athlete imagery. Shifts in scale, color, and image treatment give each section a distinct purpose while maintaining a continuous visual rhythm.
Additional Digital Work
Selected social media graphics for Lowe's Pro Supply.