The North Face®
CMYK Capsule Collection
The North Face®
UX/UI DesignCopywritingDevelopmentEmail Marketing
We were commissioned to design and execute the multi-tiered web campaign for CMYK, The North Face’s latest limited-edition capsule collection.
The CMYK collection reintroduces some of The North Face’s most iconic pieces in a bold new colourway and pattern, incorporating the vibrant CMYK palette of Cyan, Magenta, Yellow, and Black.
The CMYK capsule collection is, at its core, a colour story. We delivered an in-depth landing page and marketing email to introduce the concept and products. Flashes of CMYK colour underpin the design. Bold, in-action images are interspersed with still-life product shots, creating an effect that is aspirational and commercial in equal measure.
The collection centres on a colour palette and pattern that brings a fresh modernity to retro best-sellers. The landing page blends both past and future, culminating in a minimalist design with bursts of colour and pattern.
Many major campaigns such as this involve a homepage takeover. Such a prominent position on The North Face’s ecom site cannot be taken lightly. As such, we created a striking main banner, designed to grab the user’s attention and funnel them directly to the collection’s landing page. The same CMYK colour scheme and messaging are echoed, for consistency of design.
The collection’s products are timeless, established classics, and needed little by way of introduction. Therefore, we included less copy than in more performance-focused campaigns, instead letting the products and eye-catching design do the heavy lifting.