REI’s current brand identity lacks unity and organization. With so many services available for co-op members (products, classes, retreats, etc.), the brand should have a stronger presence. For this rebranding project, I found inspiration in vintage National Park posters. The final product was a complete set of brand guidelines including logo alternatives for different climates/regions, typography, color palettes and merchandise applications.

Purpose: create new visual system for REI / Duration: 5 wks



Identity + Branding
Digital Design

hq rei cover.jpg
REI main logos.jpg
REI logo colors.jpg


To learn more about what the competition in similar fields is doing, I researched Backcountry and compiled a competitive audit. I collected imagery, key messages, colors and screen captures of their web design to compare to REI. Then I made a mood board of similar things that I thought could benefit REI.

Logo ideation and exploration.

REI org + logo development-01.jpg

The logo developed from the current design (left, 2019) which was rough and jagged to a smooth and welcoming landscape/tree pairing.