Overview
Patagonia, a renowned clothing brand specializing in environmentally-friendly outdoor apparel and gear, embarked on a project to develop a compelling website that would achieve multiple objectives. The primary goals included garnering the trust and interest of potential investors, raising awareness about the brand's environmental initiatives, and creating an engaging educational resource for users.
Role
UI Designer Graphic Design
User Experience
User Research
Wireframe
Prototype
User Experience
User Research
Wireframe
Prototype
April 2022
Background
Patagonia's mission is to "build the best product, cause unnecessary harm, use business to inspire and implement solutions to the environmental crisis." They have dedicated their brand to minimizing their carbon footprint through supply chain, water use and quality, greenhouse gas emissions to energy, chemical and toxicity waste. Since Patagonia continues to improve the state of the earth, this impact report consists of two deliverable a website to eliminate to use of paper and a digital infographic.
As the sole designer on this project, I was responsible for designing the deliverables from start to finish. Throughout the process, I achieved several key milestones:
- User research. Defined the target audience for whom this website would be viewed by through research of Patagonia's customers, environmentalists, interest in activism and small businesses in order to cater a design aesthetic.
- Improve brand visibility. Raise awareness for all of Patagonia's impactful environmental initiatives by educating their users through interactive informational pages.
- Establishing a design style guide. This helped maintain visual aesthetic and consistency with the look and feel of the design throughout each deliverable.
Solutions:
To create an engaging and immersive experience for users, the website incorporates vibrant colors, bold typography, hand illustrations, and small animations that reflect both our planet and Patagonia's brand identity. Patagonia is known for its energetic and fun approach, offering a wide range of products while actively participating in environmental, social, and cultural initiatives worldwide. The website aims to showcase Patagonia's contributions and inspire individuals to take action in protecting the planet.
The strategic use of hand illustrations and bold typography plays a crucial role in conveying visual information about the brand and establishing a connection with the user. These elements provide structure to the website while delivering educational content in a refreshing and visually captivating manner. By leveraging this approach, users can easily educate themselves on various topics and initiatives related to environmental sustainability.
Ultimately, the goal of the website is to educate and inspire visitors, encouraging them to make a positive impact on the planet. It serves as a platform for Patagonia to share their initiatives and accomplishments, hoping to motivate others to join the cause. Through this interactive and visually appealing website, Patagonia aims to create a fun and informative experience that empowers individuals to take action and protect our planet.
