https://www.kerynfrancisco.com/about daily 1.0 2022-11-21 https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594956496646-3QLQ8QJMZPBRYI2UD0G2/IMG_9861.jpg Keryn Francisco - Hi, I’m Keryn. DESIGN STRATEGIST CULTURAL LEADER CHANGE AGENT UNDERCOVER GEEK https://www.kerynfrancisco.com/culture daily 0.75 2020-11-03 https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594680968377-4UD2HFF87YGXRXDKOJAD/Screen+Shot+2020-07-13+at+3.55.34+PM.png Culture - What she said. “Relentless, innovative, empowering. Keryn has dedicated her career to systematically obliterating the dated “shrink and pink” mentality by designing performance wear that women actually want to wear. All women - all shapes and sizes. Along the way, she empowers all of her peers, both men and women, to think differently, to innovate, and to work together to achieve incredible things. Damn right #shemovesmountains.” — Grace Jehan https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594772601226-N1TYXEDOQFZD2BJNFXRW/Screen%25252BShot%25252B2020-05-26%25252Bat%25252B2.22.21%25252BPM.jpg Culture - More women. The North Face pledged to feature more women in ads. I was a strong and outspoken advocate for the female voice and face at the Brand, and expressed this across several functions from product design, marketing and sales. This has resulted in better fitting product, a more respectful female aesthetic and sensibility, and an empathetic and celebratory women’s campaign. https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594772870920-LTB30UNE2J6UPUEH2Q2F/Screen%2BShot%2B2020-05-26%2Bat%2B2.22.32%2BPM.jpg Culture - More diversity. Casting is extremely important to me in order to capture the breadth of female beauty. The correct imagery expresses strength, compassion, camaraderie and fun, as well as the Brand’s values. Lucy was one of the first activewear brands in early 2014 to celebrate women of all colors, ages, body and hair types in our marketing. We embraced all the wrinkles and curves. https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594773993228-ODGIFGIGADPSHDM1L5GE/Lucy2-683x1024.jpg Culture - More voice. I served as Executive Sponsor of the Women’s Empowerment Network, an employee resource group at The North Face. I also served as Chair, Career Development with a focus on Working Parents and Caregivers. During that time I produced Empowerment workshops such as “Confidence vs Competence”, “Know your Worth”, and hosted our speaker series. At the same time, I was a member of the Women’s Strategic Council which was an unprecedented, cross-functional focus team to elevate the Women’s business. Since 2015, I am a founding member on the Elevate Design Committee across all VF brands, in which I was the only Woman of Color to collaborate with senior executives at the Corporate level. Finally, I am an active mentor to several young creatives through my partnership with FAAS Design Collab (an apparel arm of Pensole Shoe Academy) as well as the Adidas SEED program in Portland, Oregon. https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594754352896-OWMLMV83KSYDK0GIAILC/keryn_teg1.jpg Culture "BREAKING INTO FASHION WITH Keryn Francisco OF Lucy Activewear” by The Everygirl 2015 https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594754292789-X8BBSQ2OBSMUXLZRM5BV/Screen+Shot+2020-07-14+at+12.06.35+PM.png Culture “A CREATIVE WOMEN’S ACTIVIST” by FAAS Design Collab 2018 https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594957524190-13FWJQQT478YOKY8JEH4/Screen+Shot+2020-07-16+at+8.45.13+PM.png Culture “THE EAST BAY NATIVE LEADING LUCY’S NEXT CHAPTER” by 24 East 2016 https://www.kerynfrancisco.com/digital-catalyst daily 0.75 2021-10-01 https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594958906199-BQ5FQ39Q0A932KFBR0KP/Screen+Shot+2020-07-15+at+12.32.05+PM.png Digital Catalyst https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1595005380381-PNDWTMOUXY3Y3Y4VLDJ1/Screen%2BShot%2B2020-07-14%2Bat%2B3.19.36%2BPM.jpg Digital Catalyst ASSESSMENT PLAN https://www.kerynfrancisco.com/design-strategist daily 0.75 2021-08-19 https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594763479135-Q3JQA4CZSJR3TVY2ELRZ/Screen+Shot+2020-07-14+at+2.50.24+PM.png Design Strategist https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594762601980-ZR4NF9DHM7771O0QPY68/f19-flight-fl-024-1570011669-7uwf-column-width-inline.jpg Design Strategist https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594762831901-S48U023HGKTTCY7E26QB/north-face-climbing-bra-beyond-the-wall_h.jpg Design Strategist https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594685722009-35DAY4ZV8NH20OZX7UJO/Screen+Shot+2018-09-06+at+3.55.02+PM.png Design Strategist ATHLETE INSIGHTS https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594764231320-FMMOOMGJVWCR960K2Z8X/FW12-BS1_o.jpg Design Strategist ICEBREAKER https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594835276614-PGOTLIP4QB02HO42NPGS/15_07%2BTHTL%2BLB5.jpg Design Strategist LUCY FALL SEASON https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594955177370-398G0GJJRHOH2DP0D8U9/20160617_SHOT+08_0304.jpg Design Strategist LUCY INDIGO https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594752989247-3U9DU2NFIKZPEBSLYR6S/2_Slider_3_DT_v3.jpeg Design Strategist LUCY SPRING SEASON https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594764229571-U9BRAG1CXFPGNXAO623K/ss12-4.jpg Design Strategist https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594835266449-T60ZWU0JF3U5LHD732LA/15_07%2BTHTL%2BLB7.jpg Design Strategist https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594839330685-7F60GB43CKXJPS62P756/Screen+Shot+2018-09-06+at+3.54.47+PM.png Design Strategist ATHLETE INSIGHTS https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594955201856-6MD4YWVFKW487S9OQYP0/20160617_SHOT+06_0511.jpg Design Strategist https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594752990521-AKL31I7K7G7TV11BQYVX/2_Slider_1_DT_v3.jpeg Design Strategist https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594764229570-D2AIPQAYY70XEY5Y8D0R/ss12-5.jpg Design Strategist https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594835876926-MX1OVGO3N4J1NLZXGPU1/15_07%2BTHTL%2BLB4.jpg Design Strategist https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594839318076-STBBPHP0A4BJ4AZR6YQ8/Screen+Shot+2020-07-15+at+11.54.18+AM.png Design Strategist MATERIALS DIRECTION https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594955246410-VUFHQZ4GL6WEN4T5URKL/20160617_SHOT+04_0766.jpg Design Strategist https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594683030757-D30R8M3DBDRQOMFVCWE0/Screen+Shot+2018-09-06+at+3.56.10+PM.png Design Strategist DESIGN DIRECTION (RUN) https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594752988987-WG59OD27UUJVD6E8F5H0/5_Slider_2_DT_v3.jpeg Design Strategist https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594764229593-EOFQNZFO1TIS9RV0Q6DD/ss12-7.jpg Design Strategist https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594835725166-G7A554OY4KX00IRGUTQ9/PANTS_3_1095.jpg Design Strategist https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594955293026-0R6X1ALK29LG8YZFZYQI/20160617_SHOT+02_1771.jpg Design Strategist https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594683024758-PDW5HK4GTTT1VDZORONM/Screen+Shot+2018-09-06+at+3.54.39+PM.png Design Strategist DESIGN DIRECTION RIG (CLIMB) https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594752988144-520NZA7NF99W4UO777ZE/5_Slider_1_DT_v3.jpeg Design Strategist https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594764230192-BHX3GKB5DIDOIOSZKVSC/w-ss12-gtms-quantum-hood-ibsb89e76-1.jpg Design Strategist https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594835276067-985LX5GEY09BA33QSPYW/FALL_35_0744.jpg Design Strategist https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594955313603-2VVULGJCYU70182PW21E/20160617_SHOT+02_1496.jpg Design Strategist https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594683042778-SIJ8F4RU6W9KTAHGSKIC/Screen+Shot+2018-09-07+at+2.44.17+PM.png Design Strategist PROTO REVIEW (CLIMB) https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594752989449-4209YQ71QAHEVX9CD2Z2/2_Slider_7_DT_v3.jpeg Design Strategist https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594764507870-CUV6WRF80OOFD0L008T2/ss12-3.jpg Design Strategist https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594835274237-D2X6TS4VY70A1F5C5K3D/DAY2_LOOK21-088.jpg Design Strategist https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1595094960877-LNQZU0IQYFKL3XL5GECD/20160617_SHOT%2B01_0009.jpg Design Strategist https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594752989542-N9ET5PW7HG5DQAJG31YZ/2_Slider_6_DT_v3.jpeg Design Strategist https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594955383206-UKD5869Q7B813K4EHJBN/20160315_SHOT+07_0971.jpg Design Strategist https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594752990493-ECIMOKISJO1XGAYAJVVC/2_Slider_5_DT_v3.jpeg Design Strategist https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594955498978-O0EQJ6MO0K1Z4MPK0YGW/indiGO-lookbook_Page_08.jpg Design Strategist https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594955539753-PGEV2R5TOPUMLVS6LUY4/indiGO-lookbook_Page_12.jpg Design Strategist https://www.kerynfrancisco.com/apparel-innovator daily 0.75 2020-07-30 https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594770917305-U5LGQHHCWS617RH82OT7/Screen%2BShot%2B2020-05-26%2Bat%2B2.22.56%2BPM.jpg Apparel Innovator - Lucy IndiGO US PATENT No. 9839247B2 With my experience in denim with Levi Strauss & Co., Adriano Goldschmied, and Blue Marlin, I sought a waterless and sustainable indigo technique. Add in some neuroscience and the latest in Digital printing, and you get Lucy IndiGO. It’s as if your favorite jeans and favorite yoga pants had a love child. Lucy IndiGO collection surpassed sales forecast by 7x, reducing average lead-time to market by 8 months. WWD: "Lucy Activewear Launches New Category called Lucy IndiGO” https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594771303278-C5AVW9YZ49B57QTLRW4Y/Screen%2BShot%2B2020-05-26%2Bat%2B2.23.03%2BPM.jpg Apparel Innovator - CONTOUR TECH US PATENT PENDING With the commercial success of Lucy IndiGO, we pushed the algorithm further and developed Contour Tech: 2D prints that visually sculpt the body in 3D. NY Post: “These leggings are designed to make you look sexy” https://images.squarespace-cdn.com/content/v1/5f0cccb26f49cb32bb35c9c3/1594771765932-V2PB6X33FY2ADN823MYL/north-face-climbing-bra-beyond-the-wall_h.jpg Apparel Innovator - FREE MOTION BRA US PATENT PENDING High mobility + zero distraction + support + beauty . . . that’s the magic formula. The Free Motion Bra is built for climbing, but is so comfortable, it’s for everything. Outside Magazine: “The North Face Made the World’s Best Climbing Bra” https://www.kerynfrancisco.com/contact daily 0.75 2021-10-01