BASIC / DEPT

Patagonia is a family-owned apparel and outdoor sporting goods outfitter, rooted in sustainability. As a leader in eco-friendly business models, they’ve paved the way for others to reimagine their practices with sustainability in mind.

For Patagonia’s flagship experience, we were tasked with crafting a design solution that brought its massive product and content library to life in a simple yet insightful way. For a brand that truly lives it’s values, it was vital that the user experience echo that—meaning that our challenge was to create a digital shopping experience that tells a brand story at every touchpoint.

Being no stranger to storytelling, Patagonia has always maintained a strong voice. BASIC’s approach was to elevate this voice, and bring it to life in a clear, simple execution, while striking a balance between culture, business, and the environment. One that begs consumers to consider the impact of their choices—right down to the clothes they wear.

The reimagined eCommerce platform serves as a brand hub for both activism and content, through a cohesive digital style guide, UX principles, and a consistent narrative. The experience invokes human emotion and rational understanding, and is entirely driven by the brand’s mission. Most importantly, it serves both function and storytelling by not only selling clothes, but transforming value systems.

Length: 2 years

This project called for a deeply collaborative process—one that demanded a unique agency-client partnership. We quickly embedded the Patagonia design team into our San Diego HQ and worked in tandem from concept to completion. This set the foundation for a longstanding, successful relationship that extends beyond the traditional boundaries of agency-client servicing

25% Increase in mobile revenue

The final product of our efforts aimed to create useful front-end prototypes that Patagonia could use with customers in a testing process that ran concurrently with our design and build. Once launched, Patagonia was able to use our digital design library, to update and edit pages with ease.