FutureLight (The North Face)
The North Face needed an innovative brand name for their new, fully waterproof, highly breathable lightweight fabric technology. The name needed to feel distinct from Gortex while communicating the lightweight feel that does not compromise performance.
The compound name FutureLight is contemporary and appeals to both the brand’s aspirational and performance-obsessed consumers. The name signals the next generation of waterproof protection and represents a strong sub-brand within The North Face portfolio.