THE NORTH FACE URBAN NATURE GUIDE
The North Face needed help reminding people that there’s a great big world out there just waiting to be explored. Recognizing a trend away from outdoor engagement, The North Face launched an initiative to promote that engagement — known as Planet Explore. One challenge faced by that initiative was a lack of knowledge about "nature near you." Iron wrote and designed an "Urban Nature Guide" that introduced San Francisco residents to parks and outdoor spaces within the city – presenting them with more accessible options for getting outdoors. Iron produced a printed version of the guide for distribution in stores and an interactive version of the guide as a module on the Planet Explore website. The fun, friendly and helpful tone of the guide drove considerable demand and interest throughout the Bay Area – so much so that the program was expanded to three more regions – Denver, Washington D.C. and New York.
