Cotopaxi

Our Message Proposal ~ Wrap up

We were tasked with working with the Cotopaxi brand to help them spread the word about all the good they do as a company. We decided to work specifically on making their Gear For Good campaign easier to locate and digest. This company does a wonderful job of giving back locally and also globally. They have many initiatives working simultaneously that benefit the less fortunate all around the world. When you actually dive into their website and see how they give back, it makes you want to shop with them exclusively.. and also be a better human!!!

Pretty crazy huh? When I found out who we were working with, and the amount of care they take when finding factories, employees and materials to create their brand, my jaw was dropped. I have never encountered a company whose main purpose wasn’t just about making money… Cotopaxi actually cares!

When we started our brand audit of Cotopaxi we quickly discovered that they do a fine job of documenting all the good they do, but it is sometimes difficult to find. They also have huge amounts of resources that I am personally shocked they give out to consumers to peruse. They are a very transparent company when it comes to the global outpouring of love they give. We decided it would be our goal to make the good they do, accessible, modern, and exciting.

Targeted customers are those who are conscious of their purchases and resonate with companies that focus on giving back to good causes. These customers want to feel that their choice in company brings about positive changes in the lives of people all around the globe. Their purchase is not only unique and individualized, but provides a unique and individualized impact on someone else.

In coordination with other teams, we decided to focus our efforts on assisting Cotopaxi in improving the quality of their messaging towards millennials. We propose combining a physical print experience with a digital experience highlighting the Del Dia product and the values and Impact of Cotopaxi as a brand.

1~ The primary objective of this experience is to strengthen the emotional connection customers have to their Cotopaxi products by more clearly delivering Cotopaxi's Del Dia line story and Impact through a more accessible venue.

2~ A secondary objective of this avenue is to reinforce Cotopaxi as a premium brand by delivering a high quality, immersive experience.

The bag tag represents the print portion of our project. Every item that is sold on-line or in-store will in theory have this piece hanging from the item. This allows a shopper the option of using their camera phone to snap a picture of the QR code. The QR code will then take the consumer to the digital portion of our story.

There is so much to say about the cool aspects of the Del Dia product line. It is build out of remanent fabrics and put together by the employees that work in Cotopaxi’s global factories. It usually is a one-of-a-kind product. You can either pick one out that you love, or you can let them ship a random one to you. They are extremely unique and come with a pretty cool story about who made the bag or jacket.

We feel like we came across a nice innovative platform for Cotopaxi to explore, and hopefully initiate in the near future. There is a vast and wonderful story to tell within their brand and I am certainly grateful for the insight and trust they put in us.

~Austin Andreason

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