Role
Creative Director
Client
North Sails
Tomasoni Top Sail S.p.A
Year
2015 – 2016
North Sails Apparel – Crafted to Challenge
As the global leader in sail making, North Sails embarked on an exciting endeavor to broaden their product offerings with a new apparel line. With this opportunity, I set out to navigate the task at hand by infusing innovative thinking and boundless creativity to seamlessly and expeditiously execute their European repositioning strategy.
Delivering a new brand promise, created the spatial experience for Pitti Uomo in Florence and infusing the thinking within the apparel collections.
Brand promise
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, our clothing line delivers all-around protection, sophisticated and hybrid design adaptable to multiple scenarios. Meticulously crafted garments made for every challenge that comes our way, symbolizing the resilience and determination that defines us as individuals.
Pitti Uomo
Digital Experience
Embrace the Challenge and Break Free from the Ordinary
Together with North Sails we’re reimagining what e-commerce can be. The platform is designed to challenge and inspire you daily, turning your routine into an exciting journey.
The longer the user engage, the more our platform learns about your preferences, delivering new challenges that grow with you. This isn’t just shopping—it’s an adventure tailored to you. By accepting the challenge, you’re unlocking a fresh, dynamic approach to e-commerce where every day brings something new.
Product
From graphics to fabrics
I led the brand team in Italy, and I took charge of spearheading the process of developing innovative graphics that were eventually launched in the ss'17 collection. Additionally, I played a pivotal consulting role in the design of the collection for both men and women.
The overarching objective was to ensure that the collection design perfectly harmonized with the fresh brand promise Crafted To Challenge.
01. Ergonomic Shaping
02. Hybride solutions
03. Inflatable Hood
04. Double Hood
05. Technical Zippers
Collection Concepts
Skills
Brand Identity Design
Brand strategy
Brand storytelling
Creative direction
Creative consultancy
Digital design
Design systems
Experience design
Graphic design
Product development
Photography direction
Scripting
Spatial Design
UI / UX
Credits
Team
Paul – Copywriter
Domenico – Ux designer
Madelon – Ui designer
Thijs – Brand designer
Piero – Graphic Designer
Let’s work together