gear for good
Cotopaxi is a company providing outdoor apparel and gear with a purpose. As part of my course on content creation I had the unique opportunity of working with Cotopaxi to develop a strategy emphasizing their 'Gear for Good' campaign.
'Gear for Good' is a fundamental part of who Cotopaxi is, what they provide, and the ethics behind their business. The idea was simple: find a way to bring customers attention - both in store and online - to the causes Cotopaxi supports with every purchase, every day.
cotopaxi target audience
Working in a team with two other students, we created a set of client of objectives to guide our vision and overall goals for the project. We also sifted through Cotopaxi's marketing and branding material to get a better sense of Cotopaxi's target audience.
As the visual designer for the project, I decided to focus on three principles during my design process to anchor my creation for Cotopaxi. The principles I chose were:
One issue I ran into during my research on Cotopaxi’s website was the sporadic placement of information regarding impact. I wanted to create a digital page which would showcase the most pertinent information regarding impact all in one place while also including the consumer as part of the solution.
They aren't pretty but these initial sketches illustrate my thought process as I began organizing ideas and content.
In order for customers to access information while in store or after receiving their Cotopaxi order by mail I designed a bag tag that would concisely explain the 'Gear for Good' campaign and provide a link to the digital page via a QR code.
more info less headache
Online consumers can access information about Cotopaxi's charity work two ways: a popup portal when viewing a specific product or by clicking on the 'Impact' menu option. Both options transport viewers to a relevant page (rather than different information placed randomly throughout the site) where Cotopaxi's ethics and impact goals create an easy-to-follow narrative that consumers will want to be a part of.
a story to tell
My final design for Cotopaxi weaves in visuals from the field as well as experiences and achievements that highlight Cotopaxi's 'Gear for Good' campaign and the significance of each and every purchase.
Introducing and exploring each of Cotopaxi's impact partners is one way I addressed accessibility in this redesign.
I purposely used language that placed the consumer at the heart of the solution (inclusivity).
up close and personal
Each of Cotopaxi's yearly impact partners has an expandable page showcasing personal stories that add a human touch to each cause.
Concisely outlining the good each purchase supports for transparency and clearer understanding for consumers.
Stories and images from each impact site humanize Cotopaxi's campaign.
behind every product
Cotopaxi's products don't just contribute to good, they come from good too. Each of Cotopaxi's Del Dia backpacks is handcrafted in the Philippines by employees who are paid fairly and treated well.
Illustrating the backstory of the Del Dia line of bags adds another layer of transparency and includes consumers in the fight for fair wages and sustainable materials.
feel the good
This project taught me a lot about how to visually tell a story that would cater to consumers while also designing with a business’s goals and needs in mind. In doing so, we created an experience that is not only informative but emotional too.