Eric Rodriguez
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OFFSET

Climate change is a rather convoluted issue that the average person does not entirely understand. A lack of understanding and awareness of this issue has created a sense of detachment from the cause for individuals. According to market research, 50% of Americans think that climate change won’t affect them personally and ultimately perceive it as a distant problem. This insight provided a unique opportunity to create a cultural ecosystem building the awareness of climate change in a relatable way. OFFSET is a lifestyle brand that I helped launch specifically made for the environmental rebels itching to be part of a movement bigger than themselves.

These individuals, specifically, are independent thinkers looking to disrupt the status quo, tastefully. They are looking for the freedom to consciously express themselves on their own terms. Most importantly, they do not know where to begin when attempting to make the right choices for their environment. These unique characteristics about our audience ultimately led us to create an environmentally conscious brand that diverged from the guilt-shaming tactics of certain climate change activism but rather celebrates one’s ability to make a small difference.

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