Publication, Illustration
Run your finger 440 miles across the state on a map and you get a sense of how wildly diverse Tennessee is. From the heights of the Tennessee Wall to the shallow swamps of Reelfoot, there’s a lot to unpack everywhere and in between. As Patagonia looked east from their west coast home to a new one in Nashville’s Gulch, we helped them introduce themselves by creating a book that celebrated Tennesseans committed to protecting this beautiful state with the same amount elbow grease and can-do spirit worthy of the place that answers to the name volunteer state.
Making this book, we got to sit down some hardcore outdoor enthusiasts and environmental advocates. We’ve chatted with record setters, Olympians, ultrarun creators and entire communities fighting to protect Tennessee’s natural beauty. We worked with amazing photographers and writers across the state and beyond.
The name “East of West” speaks to telling the story of West to East Tennessee and everywhere in between.
Making this book, we got to sit down some hardcore outdoor enthusiasts and environmental advocates. We’ve chatted with record setters, Olympians, ultrarun creators and entire communities fighting to protect Tennessee’s natural beauty. We worked with amazing photographers and writers across the state and beyond.
The name “East of West” speaks to telling the story of West to East Tennessee and everywhere in between.
We also created a folded pocket map with illustrations pinpointing Patagonia retails and amazing pitstops to make across the state.
We also created a folded pocket map with illustrations pinpointing Patagonia retails and amazing pitstops to make across the state.
For this little book, we could not have pulled it together without the generosity of our friends. To climber and storyteller Cody Averbeck, Sarah Bellos of Stony Creek Colors, kayaking legend Eric Jackson, Hendersonville’s Batey Farm and Hill, fly guide M.E. Sorci, Gary Cantrell and his friend “Laz Lake,” Walk Bike Nashville’s Nora Kern, Susannah Fotopulos of Plant the Seed, Nashville Food Project’s Tallu Schuyler Quinn, Diana Andrew of Urban Green Lab, illustrator Matt Sharer, the tag team at New Hat and outdoor shopkeep Allen Doty, thank you for spending your day with us. Lastly, a tip of the cap to the team that helped pull it together. Please do check out the talented team below.
Creative Direction: Jeff Perky
Design: Dana Kingery, Jeff Perky, Rex Runyeon, Matt Sharer (store logo)
Project Management: Alden Dienethal
Copywriting: Cody Averbeck, Meaghen Brown, Alden Dienethal, Sarah Rowland
Photography: Alexis Berg, Clark Brewer, Andrew Burr, Tim Davis, Raffe Lazarian, Susan Olivas, Parker Young
Case Study Photography: Ambrose Vargason
