The Journey of Hōkūle‘a / Patagonia

Brand ID / Storytelling / Strategy / Sustainability Communication

Sometimes the best way to tell a brand story is to step out of the way and find the best person for the job. In this case it was Ka‘iulani Murphy, a female navigator on the journey of the Polynesian sailing vessel, Hōkūle‘a. Through original maps and stories told by crew members, we brought this important story to life in print, social media and film.


With our carefully calibrated hands, we measure Hōkūpaʻa (North Star) relative to the horizon. Initially it twinkles just above the horizon, then gradually climbs higher into the heavens as we continue sailing north.