Chiara Barberi
I’m a Communication & Graphic Designer exploring design as a cultural and political practice. My work draws on experiences across diverse fields, including photojournalism, classical studies, art and sociology. I focus on translating complexity into clear visual communication where meaning comes before form.
I hold a Master’s Degree in Communication Design from Politecnico di Milano. In 2024, I spent an Erasmus semester at Media University, in Berlin, where I further refined my practice.
AMK Black
/The North Face
2026 Retail
The Advanced Mountain Kit (AMK) Black Edition campaign introduces a limited-edition version of The North Face’s most advanced alpine system, designed for extreme mountaineering conditions. Built around the concept “Out of the spotlight,” the campaign highlights a side of alpinism that takes place far from public attention, where performance matters more than visibility.
As part of the EMEA Retail Marketing team, I translated the campaign directive into retail graphic executions across Europe, designing visual artworks for in-store environments and window displays. The work adapted the campaign’s visual language to different retail formats while maintaining consistency with the global creative direction. In selected stores, the concept included custom 3D display boxes framing the products within illuminated spaces, with a larger installation developed for the Milan Cortina store ahead of the Milano Cortina Winter Olympics.
The main challenge was balancing the campaign’s visual concept with practical retail constraints such as materials, production requirements, dimensions, and spatial limitations across stores. Typography was set in grey on black to reflect the “out of the spotlight” concept, requiring careful adjustments in layout, scale, and composition to ensure legibility in street-facing window displays while maintaining visual coherence.
Client
The North Face
Role
Retail Graphic Designer
Credits
Creative Director
Jacob Frisk
Creative Lead
Giuliano Paradiso
Art Direction
Eleonora Capodiferro
Retail execution
Retail, Creative Designer
Marta Comaschi
Retail, Graphic Designer
Chiara Barberi
I designed the custom graphics for the window display boxes, developing artwork across all four sides to ensure visual consistency from every viewing angle. The boxes were installed in the Verona and Milan Galleria stores, while a larger, custom installation was created for the Milan Cortina location.
The retail executions translate the campaign’s understated aesthetic into physical space. Low-contrast graphics, dark surfaces and controlled lighting create a quiet visual environment that frames the products without competing with them. The result reinforces the idea of performance happening away from the spotlight.