North Sails Apparel Identity + Positioning
Develop a new brand positioning for the North Sails apparel line and — while doing that — create a teaser and an exposition space for the Pitti Uomo fair in Florence, Italy. Everything in just one week? Let’s make some magic happen. Year: 2015 – 2016 – Role: Brandstrategy, Digital product ideation, Creative Direction & Design
North Sails is the world market leader in sail making. When the brand decided to add a new apparel line to their product portfolio, we were up for the challenge. By pairing a smaller budget with a big dose of innovation and creativity, we came up with an idea to implement their international repositioning smoothly and quickly.
Insight
From day one, North Sails have always been capable of outsmarting the competition — first at sea, then on land.
Idea
Facing every challenge
Create and develop the concept of “challenge gear” by infusing the new product line with the same exciting energy the brand devotes to sail making.
Brand promise
Crafted to challenge
No matter the outcome, we face every challenge with confidence, constantly raising the bar for product innovation and creativity. Informed by the same principles of sail making, the clothing line delivers all-around protection, sophisticated and hybrid design adaptable to multiple scenarios. Garments ready for any challenge — just like us.
Pitti Uomo Florence – January 2016
Challenge the world-renowned fashion fair
We created a captivating teaser, guiding visitors to the fair. To complete the project, we led a team of design specialists — together we brought the North Sail exposition space to life.
Digital product ideation
Accept the challenge and start to unbore your daily route
We proposed an e-commerce enviroment where we want to challenge the user on a daily base. The longer the user would interact, the more it would learn about the daily routines and eventually the more various challenges would become.
