Content-centric,
Research,
Product Design
Overview
Bring awareness of the lack of trees in New York City.
Team
Role
Tools
Duration
Gabriela
Alina
Sofiya
Sergio
Research
UX Design
UI Design
Designer
Figma
Illustrator
Photoshop
After Effects
3 months

Problem

Although Patagonia is known to lead the way on taking care of our Earth through its multiple activists, it is only rated “good” on the sustainability scale. “we found no evidence it has the policy to prevent deforestation in its supply chain”
- Isobella Wolfe, Good On You

Solution

We decided to expand Patagonia’s activism missions by spreading awareness about the lack of trees and the impact that it has on cities. Now Called Patagonia for the Planet.

Empathy Interviews
We interviewed a wide range of people from 9 years old to mid-50s. We wanted to learn their point of view on the environment and their thoughts about the topic itself.
As we finalized our interviews and gathered key points, we noticed most never had the opportunity to plant a tree either virtually donating to plant or planting one themselves. From that, we decided to include a younger audience, kids in school (elementary), and give them the opportunity to plant a tree so they can take that knowledge and experience earlier in life.
Target Audience
We decided who would be our perfect audience within the NYC area. Making a persona for each.
Jobs-to-be-Done / Hypothesis
HMW
Climate change has been heavily affecting NYC due to human impact. New York City residents are unaware of how to get involved in environmental issues.
How might we create an incentive for residents to get educated and involved?
Solve
We are creating an app called Patagonia for the Planet, where people can track the trees planted with a donation from their purchase of items over $50 from Patagonia. The app also helps users get educated on the trees’ environmental impact on NYC.
Tracker / Education / Kids Program / AR
Moodboard
Design
Tree tracker
People who purchased an item and have the code – they can input the code
to track their tree’s location, growth, and statistics, right after they choose their tree
Education
In the education tab, users can learn fun facts about the tree’s environmental impact on NYC.
Volunteer
Users can read about our volunteer info and services, as well as register for the Kids for the Planet sub-program.
AR - Trealize
Using the AR feature on the app, users can preview how NYC would look with and without trees by sliding in the timeline.
Project Extension - Integrated Campaign
Social Media

Promotes all our events and features anyone can participate.

Thank You Seed Card

Thank you seed cards will be included in your order package and will provide instructions for the “Track Your Tree” feature. Consumers can then repurpose the card by planting it in their garden.

Sustainable Marchandise

Branded reusable tote bags will be given out in Patagonia in-store locations. They will cut back on plastic waste and promote sustainable shopping.

Bus Shelter AD
The bus shelter advertisement is designed and illustrated by a local artist using sustainable chalk that won’t harm the environment or pollute the waters when washed away. It will encourage people to pose for their photos and post with the hashtag “#PatagoniaForThePlanet” on their socials.
Takeaways

Patagonia is a great way to encourage everyone out there to contribute and make an impact on our planet. By launching the brand and social media campaign, it will encourage residents to get involved with the product and spread awareness through social media. All branding and advertising components take sustainability into consideration to upkeep Patagonia’s mission.

Get In Touch!