CASE STUDY · TARGUS

Simply Sustainable

A sustainability story made easier to understand, scale, and shop.

Adult and child walking through a wildflower field while carrying a black Targus backpack.

OVERVIEW

Project Details

ROLE

Creative Direction

Brand Strategy

Digital Experience

Campaign Storytelling

CREATIVE TEAM

Jason Whittemore

Jaclyn Kone

Cynthia Pleitez

Simply Sustainable was a cross-channel brand initiative connecting Targus’s recycled-material story across campaign, product, retail, and ecommerce experiences.

THE CHALLENGE

One sustainability story. Too many disconnected expressions.

Targus had a strong recycled-material story, but it was being expressed differently across campaign messaging, product education, and the shopping experience.

The challenge was to create one clear narrative that could scale across channels without reducing sustainability to a single claim or visual device.

CREATIVE STRATEGY

Build one clear story, then design it to scale.

I shaped the initiative around a simple progression: establish the environmental foundation, translate it into an accessible narrative, build a repeatable creative system, and carry that system into the customer experience.

That structure gave the campaign a consistent strategic backbone while allowing the work to adapt without losing coherence.

KEY CREATIVE DECISIONS

Three decisions kept the story clear, connected, and useful.

Make the material story human

Lead with recognizable products, people, and everyday benefits rather than technical sustainability language alone.

Build one scalable visual language

Use a consistent messaging hierarchy, imagery approach, and modular layout system across every channel.

Connect storytelling to shopping

Carry the campaign narrative into product education and ecommerce so the experience continued beyond awareness.

CAMPAIGN STORY

Making sustainability easier to see and understand.

Sustainability campaign concept showing a forest and river with the headline “Big Steps, Small Footprints.”

Campaign concept blending discarded plastic bottles into a gray backpack with the headline “Turning Bottles into Bags.”

Product education graphic titled “The Bottle Reborn,” explaining how recycled plastic bottles become backpack material.

Ecommerce concept showing sustainability-focused product pathways for technology, travel, and everyday carry.

Sustainability, Systematized.

Simply Sustainable connects narrative, materials, and product into a single system, making sustainability visible, credible, and actionable.

Simply Sustainable framework connecting sustainability narrative, materials, product storytelling, and customer experience.

Lifestyle campaign set near palm trees with the headline “Built for Everyday Carry.”

Outdoor campaign showing a hiker and dog overlooking mountains with the headline “Carry What Matters.”

Outdoor campaign showing people hiking at sunset with the headline “Designed for a Sustainable Journey.”

Travel campaign showing a person walking through an airport with the headline “Sustainable Performance.”

LEADERSHIP & COLLABORATION

Keeping the story connected across every touchpoint.

I led the overall creative direction, campaign narrative, and system design, working with Jaclyn Kone and Cynthia Pleitez to develop and extend the initiative across customer touchpoints.

My role was to maintain one clear strategic and visual thread while giving the work enough flexibility to adapt across channels.

OUTCOME

A scalable creative system connecting product, campaign, retail, and ecommerce experiences.

Man seated beside a gray Targus backpack in a modern architectural setting.

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