Patagonia

Product Marketing

Category marketers faced challenges in aligning product design intent and technical credibility with the customer experience. I developed a brief and led the creative direction to craft a more compelling and effective product storytelling experience.

Overview

Effectively convey the technical innovations of Patagonia products while clearly highlighting their distinct features, helping customers understand the unique benefits of each option and make informed purchasing decisions.

Challenge

Revamp the product detail pages on Patagonia.com to incorporate visual storytelling that showcases product features, materials, and the inspiring environments where they can be used. Emphasize a technical visual language to align with the performance-driven nature of the garments.

Strategy

In partnership with designer Kelly Watkins

Before & After