Tasked with deepening brand relevance among Gen Z women, we created Your Bag, Your Story—a multi-pronged campaign platform that positioned Cotopaxi’s Del Día line as a symbol of individuality, self-expression, and purpose. Developed a cohesive visual identity and key art system to unify the campaign across touchpoints, from paid media to social and experiential. Led concept development and art direction for a Gen Z-focused shoot, with assets tailored to resonate with East Coast audiences.
Highlights:
Concepted a brand platform rooted in storytelling and vibrant self-expression
Designed a campaign identity system that scaled across digital, social, and print
Created a full-funnel content rollout, including paid media and influencer integration
Developed a custom toolkit to guide creator participation across a national festival schedule
ALL THINGS GO FESTIVAL ACTIVATION
As part of the campaign rollout, we activated at All Things Go Festival to connect directly with Gen Z audiences in a culturally relevant space. The brand showed up between the main stages with a vibrant 30x30 footprint designed to celebrate self-expression and community, echoing the themes of individuality, fun, and Doing Good. The activation extended across co-branded marketing, original social content, and on-site branding, including a presence at the festival’s Creator Summit—an event focused on music, activism, and creativity. Print and digital deliverables supported the activation, reinforcing campaign messaging across multiple channels.
