PATAGONIA x WORN WEAR
Making a campaign work across channels.
Extending an established campaign identity into a connected, multi-channel digital experience for Patagonia.
DELIVERABLES
Digital Design
Motion Design
Web Design
Email Design
Social Media
TOOLS
Photoshop
After Effects
Illustrator
Figma
ROLE
Digital Designer
Motion Designer
CONTEXT
Every year, the Wetsuit Repair Tour takes place, but this year, we wanted to take a more ambitious approach than the usual dedicated landing page and email communications.
The Approach
Evolving an established campaign.
The previous year’s campaign provided an established visual foundation, but there was an opportunity to develop a more cohesive and sophisticated brand expression.
Extending the campaign
beyond print.
Print production was already complete when digital development began, by which point the creative direction had evolved.
My challenge was to carry these updates into digital while staying aligned with the established print campaign, ensuring a cohesive identity across both formats without compromising the specific needs of each digital channel.
Designing to stand out
in the scroll.
Building on the previous year’s campaign, I developed a richer set of branded elements and adapting them to different digital contexts.
Dedicated landing page
The event-specific landing page on Patagonia’s E-commerce website.
Banner
Homepage banner on Patagonia's e-commerce website.
For online advertising across the company website and third-parties, full-colour backgrounds and wave transitions, created a bold, immediate visual presence.
Footer
The event dedicated footer on Patagonia e-commerce website.
Splash Page
Branded event landing page on Splash with locally tailored content.
This approach helped establish brand recognition quickly, even when the campaign was encountered briefly among competing content.
Sign-up Window
Branded event sign-up window for participant registration.
Using photography
for real-life storytelling.
For emails and social media, real-life photography gave the campaign a more authentic, contextual presence, helping the audience connect with the real experiences behind it.
Rather than applying the same layout everywhere, I adapted the creative to each channel while maintaining a recognisable campaign identity.
Examples of how we adapted on Facebook, Instagram, Reddit, and for emails.
Exploring motion
to drive engagement.
The ambition was to bring motion to the campaign across every digital touchpoint, but tight timelines and coordination challenges meant we had to narrow the scope.
Rather than stopping there, we used promotional emails as a testing ground. By introducing motion in different areas, we explored what caught people’s attention and compared engagement metrics to understand what encouraged interaction, and learn where it could make the biggest difference.
The Impact
A stronger digital identity and a foundation for what’s next.
I identified the gap between the newly established brand identity and its day-to-day use, then helped close it by developing three solutions:
01
A more cohesive brand experience
A richer visual system, adapted to the needs of each digital touchpoint (display ads vs. social media) while maintaining a consistent campaign identity.
02
A bigger step into motion
The campaign’s first animated logo introduced a new dimension to the visual identity and created a reusable asset for next year’s campaign.
My lips are sealed on the sensitive stuff, but here’s what I can let slip…
68%
of all event responses in France and Spain came through social media, compared to 17% in the UK.
17k
Users clicked through to the surf content on the Patagonia website.
03
Built to evolve
A more adaptable digital toolkit established a stronger foundation for the next edition of the Wetsuit Repair Tour.
400
Wetsuits were fixed during the 2026 Wetsuits Repair Tour.