We present a shape-oriented data assimilation strategy suitable for front-tracking problems through the example of wildfire. The concept of " front " is used to model, at regional scales, the burning area delimitation that moves, undergoes shape and topological changes under heterogeneous orography, biomass fuel and micrometeorology. The simulation-observation discrepancies are represented using a front shape similarity measure deriving from image processing and based on the Chan-Vese contour fitting functional. We show that consistent corrections of the front location and uncertain physical parameters can be obtained using this measure applied on a level-set fire growth model solving for an eikonal equation. This study involves a Luenberger observer for state estimation, including a topological gradient term to track multiple fronts, and of a reduced-order Kalman filter for joint parameter estimation. We also highlight the need – prior to parameter estimation – for sensitivity analysis based on the same discrepancy measure, and for instance using polynomial chaos metamodels, to ensure a meaningful inverse solution is achieved. The performance of the shape-oriented data assimilation strategy is assessed on a synthetic configuration subject to uncertainties in front initial position, near-surface wind magnitude and direction. The use of a robust front shape similarity measure paves the way toward the direct assimilation of infrared images and is a valuable asset in the perspective of data-driven wildfire modeling.