Semi Annual Sale Campaign
Patagonia │SS18 Global Sale Campaign
THE ASK
How does a brand built on restraint speak the language of a sale?
Patagonia has been climate first since 1965. In 2022, it gave the company away to an environmental nonprofit. Its communication has always pushed against impulse. Educate before you sell. Repair before you replace. Do not buy what you do not need.
And yet, every year, there is a seasonal sale.
THE CONCEPT
The tension became the concept.
A three part campaign across print and digital announced the sale but redirected the spotlight. Product present but not centered. Brand ambassadors in motion. Grassroots activists in the field. Expansive outdoor photography lived in rather than staged. Editorial features spotlighting Dirtbag Diaries and Worn Wear.
The visual language stripped back and direct. Archival tones. Honest typography. Documentary imagery privileging weather, texture, and scale. Copy conversational, almost confrontational. A quiet reminder woven throughout to buy only what you need. Post purchase, a seven part email series reframed the transaction into relationship, building literacy and loyalty through environmental initiatives and outdoor subcultures.
MY ROLL - ART DIRECTION, UI DESIGN, BRAND STRATEGY
THE RESULT
Commerce became context. The sale became an invitation into responsibility. The cart became a catalyst.