Palo was a conceptual hospitality branding project for Patagonia and an environmental immersion in the mountains of June Lake, California. Patagonia's mission is to "be in business to save our home planet." The Palo brand considers Patagonia's vision within every aspect of its visual system, using generative technology to create an unconventional and authentic lodging experience.
Because Patagonia's business model is rooted in sustainability and the circular economy, Palo's logo and primary type treatment were custom built using a circular grid system. The brand's typeface, "Palogy", represents Patagonia's mission of adhering to the circular economic model in its business practices and products' designs.
Palo's look book uses generative technology and gradient mediation to create radical contrast in the imagery throughout the spreads. The written content contains an article about the world of circular fashion, as well as an interview with Patagonia's CEO who talks about using his platform to address environmental and political issues.
Stationery, postcards, and the website use the brand's visual language to capture the experiential essence of the Lodge.
Palo door hangers and coasters use the circles that formed the custom typographic system.
The Lodge would offer merchandise to all guests, including jackets, shirts, and tote bags. Customized Palo hiking guides of June Lake would also be provided to any folks trying to get their steps in for the day.
