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, Photoshop, Lightroom, Illustrator

RESEARCH 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?

CORE PRINCIPLES

These three guiding principles from my brand research directly shaped how I designed the pop-up experience.

Real People, Real Outdoors

Feature authentic photography of people in action, with an outdoor setting that encourages visitors to participate and explore.

Mission in Action

Build stronger brand connections through firsthand experiences. Visitors try Patagonia gear during outdoor activities while engaging with the brand’s environmental mission and local community.

Adventure Forward Colors

Patagonia’s bold colors are used throughout the space to distinguish activity areas and help visitors navigate the pop-up.

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.

THE EXPERIENCE

1. Discover through City Promotion

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

2. Discover On-Site

People can also naturally encounter the pop up while in the southside area.

3. Discover through Social Launch

Promote the event through Patagonia’s social media channels to build awareness and encourage participation.

4. Walk around & discover what activities are offered

Step into the tent to explore booths for kayaking, biking, and climbing. Each booth displays gear and activity-specific items to make the space feel more immersive.

5. Sign up for an activity and receive a wristband

When they’re ready, visitors choose a time slot and pick up a wristband.

6. 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.

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

A community table connects visitors with Patagonia Action Works and local events in Pittsburgh, with QR codes linking directly to event registration.

8. View Photos from the Outing

Visitors scan their wristbands to browse and select photos captured during their activity.

9. Customized keepsake

A Patagonia-branded photo stamped with the date, weather, and location is added to the shared projection wall.

10. Printed Memory to Bring Home

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

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!