We the Power

We the Power, a documentary film and initiative by Patagonia, encourages viewers to imagine a future of citizen-led, community energy initiatives that help combat energy poverty and put power, money, and decision-making back into the hands of individuals and communities. To prepare for the launch of this initiative, we crafted a unique identity which translates the spirit of the movement and empowers people to join, invest, create, or lobby for localized energy systems in their towns.


The identity is a celebration of the power of “We”. It’s meant to capture that crackling magic that sparks when individuals and communities roll up their sleeves and tackle issues together. The DIY-aesthetic reflects the inherent creativity shown by community organizers and energy revolutionaries, and invites us all to participate in reimagining and remaking the future of energy.

Ultimately, the program was built to echo the DNA of the film and the movement — a pulsing drumbeat of heroes and hope, confidence and positivity, and most importantly, collaboration and community action

Jason Dietrick

Creative Director, Upperquad

The branding stretched across venues both traditional and digital: a localized teaser campaign in select spots throughout the UK and Europe, storefront displays, street posters, social media, websites, community outreach, and more. We made sure Patagonia was well armed with tools and graphics to launch a widespread media campaign. Because every movie deserves good typography, we looked at how our graphic language could extend into the film.

Setting our collages in motion lead us to a delightful stop-motion look. Our paint draws itself and photos shuffle into place — nothing can ever quite sit still. This tingling sensation is another reminder that this is an active and energetic movement. Our collage system continues to explode out in all directions. It’s exciting to see all its many permutations take shape.


  • Strategy

    • Brand strategy
    • Content Strategy
  • Brand

    • Brand system
    • Art Direction
    • Identity Systems & Guidelines
  • Interactive

    • UI/UX Design
    • Visual Design
    • Art Direction
    • Motion Design
  • Development

    • Front-end
    • Back-end

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