The North Face

As a lead designer on The North Face team at Fluid inc, I created homepage designs that align with the company’s branding. The North Face web site was selected by Internet Retailer as one of the Top 100 Online Retail Websites.

In 2010, my team redesigned The North Face’s expedition website, a content area that highlighted beautiful imagery, videos and stories of expeditions by world class athletes. The design goal was to showcase athletes and products in their elements, resulting in a higher user engagement with the brand.

For the category pages, I created a grid that was scalable and used throughout the various sections of the web site, all which had vastly varying requirements for imagery and dynamic typography.

In addition to establishing the brand design, I also lead the design work for North Face’s microsites, social media campaigns (ie. Facebook) and the redesign of the e-commerce experience.

My Role: UI design, development support, QA