Patagonia

How well can you reflect a brand’s values in its identity?⁣ ⁣ This was the final brief of my college career. Using three brand values given to me—Cutting edge, Forward-thinking, and Positive—I was tasked with refreshing an existing brand’s identity. I created three mood boards based on each value and a final, combined one that spoke of all three equally. I also developed a full set of brand guidelines for this new identity. By the end of this project, I was smitten… Not just with the solution, but with the thrill of cracking a brand open and finding something new inside.⁣ ⁣ Role - Brand identity re-design⁣ ⁣ Challenge - Balancing positivity just enough to not overpower the cutting edge-ness of the brand was my first hurdle.