Patagonia Action

A pop up experience turning Patagonia’s action network into an approachable first step for new participants.

An experience that brings Patagonia’s existing community and Action Works network into a physical experience, helping newcomers discover local organizations, join an outdoor activity, and leave with a clear path to participate again.

Team

Timeline

Role

Tools

Individual

8 weeks, Fall 2025

Brand Experience Designer

Blender, Rhino, Photoshop, Lightroom, Illustrator

KEY INSIGHT & OPPORTUNITY

Patagonia’s mission attracts people who share its values, but many still do not know how to turn that alignment into a first step. Programs like Patagonia Action Works and community events offer a way in, though they can be easier to navigate for people who are already connected to environmental communities.

How might we design a first-time experience that makes participation clear and repeatable?

FOLLOWING ONE JOURNEY: KAYAK

1. Bringing the experience to the city

Patagonia cargo bikes visits campuses and downtown to promote and encourage pre-registration.

2. Discover it naturally in South Side, Pittsburgh

3. Walk around & discover what activities are offered

Step into the tent to explore booths for kayaking, biking, and climbing.

4. Sign up for an activity and receive a wristband

Each booth displays gear and activity-specific items to make the experience feel more immersive. When they’re ready, visitors choose a time slot and pick up a wristband.

5. Gear up and have fun!

Participants meet a volunteer lead, scan in, gear up, get a short safety briefing, and head out while the lead captures photos.

6. Scan Wristband to View & Select Photos

Participants return to the main tent to visit the photo kiosk. By scanning their wristband, they can view and select photos captured during their adventure.

7. Explore the action map and sign up for more Local activities & upcoming programs

A community table highlights Action Works and local Pittsburgh events, with QR codes to sign up.

8. Printed Memory to Bring Home

Photos are printed on reusable Worn Wear fabric, and serves as a personal reminder of the experience.

INITIAL RESEARCH

The first phase of the project focused on understanding Patagonia’s brand, including its voice, audience, mission, competitors, and customer touchpoints.

One thing that stood out was how often the brand creates ways for people to participate, whether through repair, local events, or environmental action. This helped shape the pop-up as an experience built around active participation.

full research can be found here

SITE SELECTION

South Side Works, Pittsburgh, PA

A lively area known for its restaurants, shops, and scenic river trail. It’s a already natural gathering place for people who bike, kayak, and explore the outdoors. The structure integrates the river into the experience, and future versions would adapt to local environments while maintaining the same spirit of connection and adventure.

CORE PRINCIPLES

Real People, Real Environments

use photography of real people doing real activities to tell the story.

Adventure Forward Colors

Patagonia’s bold palette stays central to signal energy, outdoors, and momentum.

Mission First

Patagonia’s audience connects through shared values. The pop-up prioritizes participation and mission-aligned product moments to build long-term brand trust beyond a single purchase.

REFLECTION

This project has been one of my favorite one so far. It really pushed me to think about how a brand’s story can translate into a spatial experience. Through brand research, insight finding, refining user journeys, and practicing client-facing presentations, I grew a lot as a designer. It taught me how to balance storytelling and audience engagement, and on the more chaotic side... I learned how to sew for the first time and built a tent model in two days, which felt a little ridiculous but also very fun!