Retail associates who work at The North Face stores are dedicated, passionate, and explorers who are experts in all things outdoors. When they’re not selling boots, they’re out muddying trails. When they’re not selling tents, they’re setting them up in nature. 

These folks work at any one of The North Face’s approximately 6,000 stores across the United States. Finding a way to connect with them was job #1. 

We spent time in stores, talking to associates, and researching the brand before making any recommendations about connecting with them. We read outdoor magazines and websites. We talked to friends and family. 

It made sense to create a print publication for The North Face to convey information and inspire. We uncovered an aethestic and tone. We developed the editorial direction and concept. And then, once everything was approved by TNF’s Store Operations team, we got to work. 

Our art team designed the pages, folios, and publication logo. Our writers interviewed, wrote, and edited stories. We aimed to deliver a full-color magazine that matched the look and feel of any other outdoor publication. 

Each of the company’s retail stores and outlets, as well as corporate offices, received dozens of copies of The Peak, a 12-page magazine that showcased the best of the company and its associates.