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client
rei co-op
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project
awareness campaign
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perception/tone
outdoorsy, casual, nostalgic
go outside (safely).
REI is an outdoor co-op specializing in high quality and sustainable gear. While they are best known for their retail locations, REI has a long-standing reputation of education. In creating a backpacking gear checklist, the goal was to empower backpacking noobs to have the tools to succeed without feeling intimidated. Through simple language and a friendly icon library this guide channels a vintage vibe, leaving customers feeling nostalgic. Secondarily, we created an awareness campaign using print and social media for how to enjoy the outdoors while taking COVID-specific precautions.
With a heavy focus on illustration, this campaign centered around a surrealist space universe. Aliens and other space beings were seen pumping gas, putting on makeup or vacuuming the stars. The story arc followed them into an alien invasion at lineup announce, followed by illustrations of a 3-piece alien band complete with Octodrummer. While working in conjunction with a front-end web developer and a communications manager, my main charge was illustration, developing print pieces, festival wayfinding, designing merch and social media post creation.
