Designing for the many brands that REI sells, as well as for its own brand, was challenging and exciting.

Promoting a brand within a brand was the main challenge facing REI stores. How do you promote products from different brands while also keeping the REI identity intact? If you have ever been in a REI store you know that they have A LOT of products. There are competing brands, many departments and their own product lines. Simplicity, bold single images, and trial and error were some of the solutions. Here are a few of the projects I had the pleasure of working on during my time there.