Patagonia: Actions Speak
Advertising, Illustration, Web Design
Advertising, Illustration, Web Design
DESIGN CHALLENGE
The goal of this project was to design a pride campaign for the brand Patagonia. It has become popular for large brands to launch advertising campaigns aimed at the LGBTQ+ community during Pride month, but many of these companies policies and products are not actually doing anything to support the community. Patagonia is a brand with a history of involvement with social justice movements, so this ad campaign needed to highlight the importance of real action to avoid becoming just another example of rainbow capitalism.
The goal of this project was to design a pride campaign for the brand Patagonia. It has become popular for large brands to launch advertising campaigns aimed at the LGBTQ+ community during Pride month, but many of these companies policies and products are not actually doing anything to support the community. Patagonia is a brand with a history of involvement with social justice movements, so this ad campaign needed to highlight the importance of real action to avoid becoming just another example of rainbow capitalism.
DESIGN SOLUTION
The solution is a cohesive campaign that gets right to the point: actions speak. Because most pride campaigns are loud, bright, and covered in obvious rainbow symbolism, this campaign stands out by being subtle. It focuses on minimalistic design elements that are meant to convey the message of support in a clear and impactful way. The print ads and billboards for the campaign are designed with eye-catching photography, featuring the iconic Patagonia logo with a thin rainbow under-line. The “Actions Speak” campaign emphasizes the company’s commitment to meaningful action with the taglines, “The outdoors is for everyone” and “Proudly designing for all since 1973.” This project includes print ads, branded materials, and a campaign landing page.
The solution is a cohesive campaign that gets right to the point: actions speak. Because most pride campaigns are loud, bright, and covered in obvious rainbow symbolism, this campaign stands out by being subtle. It focuses on minimalistic design elements that are meant to convey the message of support in a clear and impactful way. The print ads and billboards for the campaign are designed with eye-catching photography, featuring the iconic Patagonia logo with a thin rainbow under-line. The “Actions Speak” campaign emphasizes the company’s commitment to meaningful action with the taglines, “The outdoors is for everyone” and “Proudly designing for all since 1973.” This project includes print ads, branded materials, and a campaign landing page.
