The North Face Design & Branding IDVENTURE by Ogilvy & Mather Guatemala


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Industry Apparel, Clothing & Footwear
Media Design & Branding
Market Guatemala
Agency Ogilvy & Mather Guatemala
Creative Director Alex Barrera, Herberth Monterroso Ogilvy
Art Director Fernando Mira
Photographer Javier Escobar
Account Supervisor Daniella Toledo
Released September 2011

Credits & Description

Category: Promotional Item Design
Product/Service: THE NORTH FACE
Chief Creative Director: Ramiro Eduardo (Ogilvy Guatemala)
Creative Director: Alex Barrera (Ogilvy Guatemala)
Art Director: Fernando Mira (Ogilvy Guatemala)
Photographer: Javier Escobar (Ogilvy Guatemala)
Creative Director: Herberth Monterroso (Ogilvy Guatemala)
Account Supervisor: Daniella Toledo (Ogilvy Guatemala)
Account Manager: Ana Maria Zetina (Ogilvy Guatemala)
Media placement: ID holders - The Northface Stores in Guatemala - 15th of January 2012

Describe the brief from the client
Design the IDs for the stores and office employees following the brand identity manual.

Describe the challenges and key objectives
Our challenge was to project The Northface brand's spirit not only for the costumers but mainly to the employees.

Describe how you arrived at the final design
The resemblance of the retractable ID holder and some outdoor sports that uses ropes (e.g. rappel, bungee jumping, rock climbing) lead us to design the Ids with pictures of our employees having an outdoor adventure.

Give some indication of how successful the outcome was in the market
The spirit of the brand was reflected on every employee's Id. The making of the pictures became the best induction to brand values for all of them.
Good comments in all stores were made from the costumers making conversation farther from the simple price, color or size questions.