"The biggest a-ha moment was when we asked ourselves how working through a corporate responsibility section could move the needle by compelling people to make a change."BASIC/DEPT®
Q: Tell us about your initial moodboard, wireframe, or prototype. How did things change throughout the process?
A: Our initial ideas were very organic — they really focused in on core concepts that aligned with the ambition for FPC. It was about creating harmony, calmness, which is something that truly felt like Patagonia. Our message and structure was focused on being as bold and declarative as Yvon Chouinard himself was in his ambition to build a company that could change the world through business. Thus, our ideas needed to be provocative and unafraid.Q: What influenced your chosen technical approach, and how did it go beyond past methods?
A: In order to help our designers achieve their vision, we developed a lightweight and performant framework that would allow us to compose multiple layers of images, videos, color schemes, texts and dynamically-generated, animated masks in a 2D canvas to create an organic and immersive experience.When did you experience a breakthrough or an "a-ha" moment during this project?
The biggest a-ha moment was when we asked ourselves how working through a corporate responsibility section could move the needle by compelling people to make a change. We realized it was table stakes to create a section of the site talking about their ambitions as a brand. We ultimately found a way to connect their supply chain information to individual products — encouraging viewers to explore how Patagonia made clothes, and why they do so.