Case Study / REI In-Store Messaging & Graphics

Client: REI

On the heels of their first successful “Opt Outside” campaign, REI made the decision to rethink their strategy for in-store marketing. The brief was to develop a new direction and style guide to support all ISM. Audience target was late 30’s, 50/50 M/F and the brand wanted to shift from feeling corporate to feeling authentic, demonstrating a hand-crafted “how to” message. A key requirement was to incorporate local area outdoor knowledge, activities and expertise as well. A full guidelines was developed with the assets for a Seattle flagship store, and national iterations of the campaign were rolled out.

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