​Qingzhe Pang

client. The North Face

art director & copywriter. Napier Pang 

​

challenge. 

The North Face has male as its major target audience. It ignores the need for Female outdoor enthusiasts need. 

insight.

According to research done by Outside.com. Among the 2100 female outdoor enthusiasts we surveyed, 53% of them said they’d been harassed. 66% of them felt worried about their safety while recreating. 34% percent of the women said getting assaulted or harassed is their main concern. Bears came in second with only 12%