{Disclaimer: I am not affiliated with The North Face brand in any way.  This project is for educational purposes only.}

Tool: Photoshop

For this project, we were tasked with creating a web-ready image consistent with the media campaign of one of our favorite brands.  I love The North Face’s ability to keep it stunning and simple with their signature logo, crisp bright whites, and dramatic landscapes.  Their consistent branding across multiple media platforms makes it easy to identify.  Here are 4 current examples I pulled from FaceBook, Pinterest, Twitter, and The North Face official site:

I started with a landscape image.  I adjusted the brightness/contrast, vibrance, and hue/saturation until it was dramatic enough to match the bright saturated feel of the campaign.  I added their slogan and spent some time on the placement of each letter until it was just right.  I used Helvetica to match their official logo.  I wanted to make sure that their slogan “Never Stop Exploring” was inspiring, so I gave it a bold place in the clouds.  As far as overall placement, I tried to make it so the eye wanted to read the slogan first, then as it finished reading the G in the word “Exploring”, the eye would naturally follow the mountain line down to the action of clicking the shopping buttons.

I placed 2 shopping click boxes and added text.  Even on the official page, both of these North Face series have the Trademark logo, so I made sure to include it.  I used the Inner Glow layer style for the box text.  I added a gradient to the boxes and a dashed line so they would have enough definition to show customers where to click without being too distracting against the landscape.  I feel like the placement of the red logo is bold, but not overbearing.  It brings out the warm colors in the foliage and anchors the entire image.