Rebranding Patagonia was an exploration into the concept of adventure, moving beyond the idea of traditional activity and embracing the universal pursuit of discovery. I wanted to convey that adventure isn't limited to the extreme—it's about finding your own path, whether it's on a mountain or a different journey. By incorporating topographic maps with unique curvature and character, this rebrand expands Patagonia’s connection to a broader audience, capturing the essence of exploration in a way that feels both personal and expansive.
