A love letter to
Patagonia
A love letter to
Patagonia
Hey Michael,
I’m Mohamed Thiam. I run Hellomomo, a design and storytelling studio that blends empathy with strategy.
I approach every campaign like an act of hospitality. It helps people feel seen, welcome, and inspired to support the brand and their community.
I’d love to do some work with you. A collaboration with Patagonia is at the very top of my professional bucket list. As a lover of nature, and relentless empath, I see many of our values align.
If you’re open to it, I’ve outlined a few ideas that build on your current direction. You'll find them below.
Hey Michael,
I’m Mohamed Thiam. I run Hellomomo, a design and storytelling studio that blends empathy with strategy.
I approach every campaign like an act of hospitality. It helps people feel seen, welcome, and inspired to support the brand and their community.
I’d love to do some work with you. A collaboration with Patagonia is at the very top of my professional bucket list. As a lover of nature, and relentless empath, I see many of our values align.
If you’re open to it, I’ve outlined a few ideas that build on your current direction. You'll find them below.
At the Design Leadership Summit in January, Levon Sharrow (director of digital experience design at Patagonia) called out a critical blind spot in our industry that resonated with me: a focus on value over values.
He also named Patagonia’s core challenge: growing without sacrificing its soul, guided by unrelenting empathy and design for both people and planet.
At the Design Leadership Summit in January, Levon Sharrow (director of digital experience design at Patagonia) called out a critical blind spot in our industry that resonated with me: a focus on value over values.
He also named Patagonia’s core challenge: growing without sacrificing its soul, guided by unrelenting empathy and design for both people and planet.
"Re-framing our influence as design leaders through ethics, values, and experiences gives us the opportunity to create positive impact."
"Re-framing our influence as design leaders through ethics, values, and experiences gives us the opportunity to create positive impact."
"Re-framing our influence as design leaders through ethics, values, and experiences gives us the opportunity to create positive impact."
— Levon Sharrow
— Levon Sharrow
I want to share with you ‘Warm Welcome,’ an idea I've been working on. It’s a campaign concept I’ve developed to reimagine how Patagonia could tell winter stories.
It's a purpose-first approach that begins with a real community and welcomes them into the Patagonia ecosystem. And, if we get it right, it will naturally lead to long-term value for Patagonia.
I want to share with you ‘Warm Welcome,’ an idea I've been working on. It’s a campaign concept I’ve developed to reimagine how Patagonia could tell winter stories.
It's a purpose-first approach that begins with a real community and welcomes them into the Patagonia ecosystem. And, if we get it right, it will naturally lead to long-term value for Patagonia.
My late design mentor Thomas and I met every Wednesday afternoon at Paltoquet (Montreal) for fresh croissants and hot chocolate.
On a cold January day, as I was getting ready to leave, he asked me to take my heavy coat off and try his on. I was skeptical. This was my first Patagonia story.
My late design mentor Thomas and I met every Wednesday afternoon at Paltoquet (Montreal) for fresh croissants and hot chocolate.
On a cold January day, as I was getting ready to leave, he asked me to take my heavy coat off and try his on. I was skeptical. This was my first Patagonia story.
Thomas "Señor Pescado" Fisher
Patisserie le Paltoquet in Montreal
One single layer ended a cycle of coat purchases that never lasted the season. It carried me through many years of skating on frozen lakes, sub-zero hikes across the country, and building my first snowman with my son.
One single layer ended a cycle of coat purchases that never lasted the season. It carried me through many years of skating on frozen lakes, sub-zero hikes across the country, and building my first snowman with my son.
One single layer ended a cycle of coat purchases that never lasted the season. It carried me through many years of skating on frozen lakes, sub-zero hikes across the country, and building my first snowman with my son.
New year horse riding ritual
Opening presents on Christmas day
We all recognize Patagonia’s iconic photography built around those who test their limits in the wild. Yet, there is another story to tell.
We all recognize Patagonia’s iconic photography built around those who test their limits in the wild. Yet, there is another story to tell.
One that shifts the lens from summiting peaks to the everyday courage of simply facing a first winter.
Not Everest, but everyday streets. Not seasoned alpinists. Just newcomers and their families learning to layer up effectively for the first time.
One that shifts the lens from summiting peaks to the everyday courage of simply facing a first winter.
Not Everest, but everyday streets. Not seasoned alpinists. Just newcomers and their families learning to layer up effectively for the first time.
That’s the heart of ‘Warm Welcome’. Patagonia made adventure iconic. Now it can make belonging feel the same.
Patagonia’s customers are famously loyal: over 70% are repeat buyers, and up to 90% of sales come from returning customers.
The typical Patagonia customer shops about twice a year. Your true fans buy 2–3 times annually across categories. With an average order value of USD 212, that’s roughly USD 2,120 in sales over five years per customer.
If even 3% of newcomers begin their journey with you, that’s around 14,500 new customers in Canada and 111,000 across Europe. The combined revenue would generate about USD 266 million in five-year revenue.
At 5%, those numbers rise to 24,000 customers in Canada and 185,000 in Europe, representing a combined USD 443 million opportunity.
Patagonia should own that moment.
With ‘Warm Welcome’ as a multilingual initiative, Patagonia can reimagine winter campaigns as an act of hospitality to extend warmth, comfort, and sustainability to those meeting winter for the first time.
I put together a few sketches of what this could look like.
In 2024, Canada admitted 2.09 million newcomers, 483,591 of them were new permanent residents.
Across the Atlantic, the European Union welcomed
3.7 million arrivals from non-EU citizens in 2023.
In 2024, Canada admitted 2.09 million newcomers, 483,591 of them were new permanent residents.
Across the Atlantic, the European Union welcomed 3.7 million arrivals from non-EU citizens in 2023.
That’s the heart of ‘Warm Welcome’. Patagonia made adventure iconic. Now it can make belonging feel the same.
Patagonia’s customers are famously loyal: over 70% are repeat buyers, and up to 90% of sales come from returning customers.
The typical Patagonia customer shops about twice a year. Your true fans buy 2–3 times annually across categories. With an average order value of USD 212, that’s roughly
USD 2,120 in sales over five years per customer.
If even 3% of newcomers begin their journey with you, that’s around 14,500 new customers in Canada and 111,000 across Europe. The combined revenue would generate about USD 266 million in five-year revenue.
At 5%, those numbers rise to 24,000 customers in Canada and 185,000 in Europe. The combined revenue represents a USD 443 million opportunity.
Patagonia should own that moment.
With ‘Warm Welcome’ as a multilingual initiative, Patagonia can reimagine winter campaigns as an act of hospitality to extend warmth, comfort, and sustainability to those meeting winter for the first time.
I put together a few sketches of what this could look like.
Patagonia’s customers are famously loyal: over 70% are repeat buyers, and up to 90% of sales come from returning customers.
The typical Patagonia customer shops about twice a year. Your true fans buy 2–3 times annually across categories. With an average order value of USD 212, that’s roughly
USD 2,120 in sales over five years per customer.
If even 3% of newcomers begin their journey with you, that’s around 14,500 new customers in Canada and 111,000 across Europe. The combined revenue would generate about USD 266 million in five-year revenue.
At 5%, those numbers rise to 24,000 customers in Canada and 185,000 in Europe, representing a combined
USD 443 million opportunity.
Patagonia should own that moment.
With ‘Warm Welcome’ as a multilingual initiative, Patagonia can reimagine winter campaigns as an act of hospitality to extend warmth, comfort, and sustainability to those meeting winter for the first time.
I put together a few sketches of what this could look like.
In 2024, Canada admitted about 2.09 million newcomers, 483,591 of them were new permanent residents.
Across the Atlantic, the European Union welcomed about 3.7 million arrivals from non-EU citizens in 2023.
Patagonia has always been a guide for those venturing into the wild. What if it could also guide those entering a new season of life? The campaign headline reframes winter gear as an invitation.
Patagonia has always been a guide for those venturing into the wild. What if it could also guide those entering a new season of life? The campaign headline reframes winter gear as an invitation.
“Your Warm Winter Begins with Patagonia” meets people where they’re adjusting to new routines, in parks, on transit, and at bus stops. These billboards turn everyday touchpoints into moments of trust, making Patagonia feel like a familiar face in an unfamiliar climate.
Online, the message continues through Patagonia Stories® with a series of portraits and reflections on what warmth means beyond temperature: community, connection, confidence.
Beyond the outdoor brand, Patagonia becomes a guide and a cultural companion.
“Your Warm Winter Begins with Patagonia” meets people where they’re adjusting to new routines, in parks, on transit, and at bus stops. These billboards turn everyday touchpoints into moments of trust, making Patagonia feel like a familiar face in an unfamiliar climate.
Online, the message continues through Patagonia Stories® with a series of portraits and reflections on what warmth means beyond temperature: community, connection, confidence.
Beyond the outdoor brand, Patagonia becomes a guide and a cultural companion.
At first glance, these images feel like classic Patagonia with real people, real gear, and real light. But these faces tell a different story. They capture people learning the language of winter for the first time with Patagonia.
At first glance, these images feel like classic Patagonia with real people, real gear, and real light. But these faces tell a different story. They capture people learning the language of winter for the first time with Patagonia.
A few past projects, from national campaigns for equity, indigenous rights, and climate justice to tools that scale sustainable impact, have shaped how I think about work
like this.
A few past projects, from national campaigns for equity, indigenous rights, and climate justice to tools that scale sustainable impact, have shaped how I think about work
like this.
With the Canadian Labour Congress, I supported campaigns that achieved tangible wins:
#DoneWaiting, helped drive pay-equity legislation, paid domestic-violence leave, and a $30B federal childcare investment.
Show We Care, advocated for PPE, paid sick leave, and workplace safety — influencing the creation of the Canada Recovery Sickness Benefit.
Forward Together, organized 1,800+ lobbying meetings leading to wins like a $15 federal minimum wage, childcare funding, and green investments.
Pharmacare, mobilized 115K petitions, 31K letters, and 2K+ event participants, helping place universal pharmacare on the national agenda.
Beyond advocacy, I’ve helped build systems for change.
I led the brand strategy and design for IDEO’s Mosaïq platform, now used by 94 NGOs worldwide, and helped map and brand Shujaaz’s storytelling framework, soon to be piloted in India.
If you’re curious about how I approach strategy and creative problem-solving, I've put something together for you here.
With the Canadian Labour Congress, I supported campaigns that achieved tangible wins:
#DoneWaiting, helped drive pay-equity legislation, paid domestic-violence leave, and a $30B federal childcare investment.
Show We Care, advocated for PPE, paid sick leave, and workplace safety — influencing the creation of the Canada Recovery Sickness Benefit.
Forward Together, organized 1,800+ lobbying meetings leading to wins like a $15 federal minimum wage, childcare funding, and green investments.
Pharmacare, mobilized 115K petitions, 31K letters, and 2K+ event participants, helping place universal pharmacare on the national agenda.
Beyond advocacy, I’ve helped build systems for change.
I led the brand strategy and design for IDEO’s Mosaiq platform, now used by 94 NGOs worldwide, and helped map and brand Shujaaz’s storytelling framework, soon to be piloted in India.
If you’re curious about how I approach strategy and creative problem-solving, I've put something together for you here.
With the Canadian Labour Congress, I supported campaigns that achieved tangible wins:
#DoneWaiting, helped drive pay-equity legislation, paid domestic-violence leave, and a $30B federal childcare investment.
Show We Care, advocated for PPE, paid sick leave, and workplace safety — influencing the creation of the Canada Recovery Sickness Benefit.
Forward Together, organized 1,800+ lobbying meetings leading to wins like a $15 federal minimum wage, childcare funding, and green investments.
Pharmacare, mobilized 115K petitions, 31K letters, and 2K+ event participants, helping place universal pharmacare on the national agenda.
Beyond advocacy, I’ve helped build systems for change.
I led the brand strategy and design for IDEO’s Mosaiq platform, now used by 94 NGOs worldwide, and helped map and brand Shujaaz’s storytelling framework, soon to be piloted in India.
If you’re curious about how I approach strategy and creative problem-solving, I've put something together for you here.
Each project taught me something about how to build trust with design.
Each project taught me something about how to build trust
with design.
Each project taught me something about how to build trust with design.
There’s still a lot to uncover, but the real value lies in how each ‘Warm Welcome’ moment extends the brand’s care from wilderness to daily life, reminding us that protecting the planet begins with how we treat the people who walk it.
I’d love to share more, Michael. My crew is ready to go whenever you say the word.
We'd do anything to make this work, like handle everything on our side: strategy, creative, and execution. From Patagonia's side, I want to ensure this meets as many of your goals as it can.
The simple gesture of a vest once gifted to me could become the first Patagonia story of thousands more.
Could we find 20 minutes soon to see how we could make this work for you?
It'd mean the world.
There’s still a lot to uncover, but the real value lies in how each ‘Warm Welcome’ moment extends the brand’s care from wilderness to daily life, reminding us that protecting the planet begins with how we treat the people who walk it.
I’d love to share more, Michael. My crew is ready to go whenever you say the word.
We'd do anything to make this work, like handle everything on our side: strategy, creative, and execution. From Patagonia's side, I want to ensure this meets as many of your goals as it can.
The simple gesture of a vest once gifted to me could become the first Patagonia story of thousands more.
Could we find 20 minutes soon to see how we could make this work for you?
It'd mean the world.
With heartfelt gratitude,
Mohamed Thiam
With heartfelt gratitude,
Mohamed Thiam
