Brand Transformation in action: How we turned activism into a global movement

Patagonia has never been just a retail brand—it’s an activist company at its core. But activism only works when people have clear, tangible ways to get involved. When Patagonia came to Someoddpilot, they weren’t looking for another campaign. They needed Brand Transformation—a way to evolve their advocacy work into something actionable, scalable, and deeply embedded in their brand.

As Patagonia’s activism agency for nearly a decade, we helped transform their advocacy efforts from a series of brand-aligned campaigns into a fully integrated, action-driven ecosystem. The result? Patagonia Action Works—a global platform designed to turn values into action.

Patagonia has long supported NGOs fighting for environmental justice, cross-promoting their work through blogs, newsletters, and social channels. But not all Patagonia fans can donate money or buy $400 jackets—many have time, skills, and energy to give. We helped Patagonia reimagine activism beyond financial support, creating a digital hub that directly connects everyday people with grassroots organizations.

By aligning the Patagonia Action Works identity with the brand’s ethos, we created a system that felt like a natural extension of Patagonia—seamlessly blending activism, outdoor culture, and community engagement.

Some brands talk about change. Others build the tools to make it happen. Patagonia’s transformation wasn’t about making activism a brand value—it was about making it a brand function.

Brand Transformation turns belief into action. Patagonia Action Works is proof.