The North Face
Campaign Design | Environmental Activism | Visual Identity
The Women’s Hike is a national awareness initiative by The North Face and The Women’s March. The campaign reframes hiking as a form of protest, celebrating women who’ve shaped environmental justice while encouraging participation through design.
Project overview
This campaign invites people to take the trail as a stand for climate, for women, for the future. It reimagines monuments, sparks trail-side storytelling, and activates digital action.
The Challenge
- Create a campaign that honors women's contributions to environmental activism
- Design materials that work across diverse outdoor environments
- Build engagement across multiple touchpoints and social platforms
Outcome
- Developed a multi-touch campaign blending digital, experiential, and merch to spotlight environmental issues and honor women leaders
- The work earned a Merit Award from The One Club Young Ones
Miss Rushmore
We reimagined America’s most iconic monument with new faces: Greta Thunberg, Amelia Earhart, Wangari Maathai, and Sacagawea. The symbolic summit celebrated women who have shaped the future of activism, aviation, conservation, and culture.
OOH Advertising
Billboards and city-wide wild postings introduced the fictional Miss Rushmore monument. The visuals commanded attention in urban centers and areas adjacent to parks.
Trail Plaques
Physical plaques placed along hiking paths highlighted the contributions of women across science, politics, and climate. Each stop transformed the journey into a walk through the impact of women.
Social Media
Custom templates, filters, and social copy were designed for ambassadors to share their hikes. A branded hashtag, # Women 'sHike, helped unite posts across platforms and drive engagement.
Microsite
A central hub to register, plan, shop, and share hike details. Included interactive trail maps, downloadable prep kits, and branded event gear.
Merchandise
Functional and wearable gear co-branded with The North Face and The Women’s Hike identities. Focused on outdoor durability with cultural resonance.
