EXPLORE YOUR HERITAGE

ROLE: Art Director + Designer + Copywriter

INSIGHT: According to TIME and USA Today, genealogy (study of families, family history, and the tracing of lineages) is the second-most popular hobby in the U.S.

INSIGHT: Women want transformative journeys through travel and see it as an opportunity for self discovery.

IDEA: To inspire the next generation of female explorers, The North Face will partner with 23&Me and sponsor 50 American women to go on a heritage trip to a country their lineage traces back to (50 different countries). They will act as ambassadors for The North Face’s heritage backpacks and inspire young women around the country to practice self-discovery through heritage exploration. Each woman’s journey will be made into a mini documentary to be featured on YouTube as a part of The North Face’s “Explore Your Heritage” docu-series.