Patagonia Aligned Campaign
Fall 2024 | Adobe Illustrator, Photoshop, Creative Brief Production
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What is this project?
For this project, I developed a fictional campaign series for Patagonia, designed to highlight the brand’s philanthropic values, specifically its 1% Planet Tax initiative. Patagonia’s 1% Planet Tax is a self-imposed tax that directs 1% of its revenue towards environmental conservation efforts. The goal of the campaign was to raise awareness of this initiative and promote Patagonia’s ethical approach to business. By connecting the brand’s environmental commitment to the values of its eco-conscious audience, I aimed to encourage consumers to choose Patagonia over competing brands, aligning their purchasing decisions with their environmental values.
How did I prepare?
To prepare for the campaign, I conducted extensive research into Patagonia’s history of activism, its brand values, and its target audience. Using platforms such as Claritas Segments and RivalIQ, tools I learned about in a Research Methods course, I analyzed both the brand’s previous marketing efforts and its audience’s preferences. I also examined Patagonia’s competitors to understand how they positioned themselves in the market. Based on this research, I brainstormed several potential taglines to encapsulate the campaign's core message: educating the audience about the 1% Planet Tax and inspiring action. Ultimately, I selected the tagline “Your Choice Has Power. Choose Patagonia,” as it resonated with the target audience by emphasizing the personal impact of their choices in a clear and motivating way.
How did I put my plan into action?
To put my plan into action, I began by creating a design framework that aligned with Patagonia’s brand identity. I focused on refining composition, photography, and typography to ensure the visuals captured the brand’s adventurous, eco-conscious spirit. I wrote educational copy that not only informed the audience about the impact of wildfires on the environment but also reinforced the message that each purchase at Patagonia contributes to healing the earth. Throughout this phase, I ensured that all elements of the campaign worked cohesively to create a seamless, audience-focused narrative. The final step involved fine-tuning the copy and visuals to ensure clarity and impact, resulting in a polished campaign series ready for launch.
What were my results and lessons?
The results of the campaign were positive in terms of its alignment with the target audience’s values and Patagonia’s commitment to environmental stewardship. Though this was a conceptual project, I believe the campaign would successfully raise awareness about the 1% Planet Tax and encourage consumers to make more conscious purchasing decisions. One challenge I encountered was striking the right balance between promoting Patagonia’s products and emphasizing the brand’s ethical values without coming off as overly promotional. Overcoming this required careful crafting of both the visuals and messaging to ensure the campaign felt authentic and aligned with Patagonia’s ethos. This project taught me the importance of thorough research and the impact of thoughtful design in shaping a brand’s message. The lessons I learned will be invaluable in future marketing and design work, particularly in ensuring campaigns are both audience-centric and aligned with a brand’s core values.
