The North Face Sweepstakes

“Pack the Trunk” is a sweepstakes designed to promote The North Face camping gear. My goal was to create a unique visual identity, including a contest logo, aiming to evoke feelings commonly associated with the outdoors. I invented a game for packing the back of a car with camping gear which enters participants in a contest to win a Subaru Forester, along with graphics to promote the contest across a website landing page, social media posts, and email lists.

Skills
Website Design, Email Design, Social Media

Programs
Photoshop, Illustrator, After Effects, Mailchimp

Idea Concepting

I created two different contest ideas and visual identities.

Logo Design

I started out by creating a graphic of the back of a Subaru. I experimented with using the text in and around the graphic. The style wasn’t working well, so I decided to keep the shape of the text but remove the car. I added the tires back to better indicate the shape of the car. I skewed the letters to represent how luggage gets jostled around in a trunk.

Landing Page

Camping Gear Illustrations

I used product images from The North Face to create basic shapes in Illustrator. I then used a stipple brush on the shapes in Photoshop to mimic the style shown on my moodboard. When I put these graphics in context on the landing page I felt that the style was too vague. The North Face products were not easy to distinguish. I used the colors to create an overlay on the products instead.

Texture Exploration

I experimented with different wood and grunge textures before ultimately deciding on the diagonal lines texture shown below.

Sourced Assets

I downloaded these illustrations from Canva and manipulated them in Photoshop to create an interesting page divider.

Result

Social Media Animation

I resized the graphics for social media and created a short animation using Adobe After Effects.

Emails

I created the graphics in Photoshop and implemented them in the Mailchimp emails.