The North Face - Expedition Ursa
The goal of the brief was to connect with women in their 20s and 30s. We did this by championing an underserved group: single mothers.
Copywriter: Jen Thrasher Designer: Leah Hale
Art Director: Sandra Alexander
2020 Young One's Brief: Merit Award
Summer 2020 Circus Student Awards Show
Name & Logo Design
The name Expedition Ursa is derived from Ursa Major, the great She-Bear in the sky. Through manipulating
The North Face logo we show a mother bear protecting
Receipt holders used as in-store advertisements at North Face retailers.
Out of home posters
Promoted social posts
Expedition Ursa welcome boxes for nominated mothers and their children
A microsite will be used to nominate mothers, finalize expedition information, and submit a form for wage reimbursement.
Attendees will be given an Expedition Ursa camping bundle at the end of the trip so they are able to return to the outdoors.