Julie Kaboolie
Creative Provocateur
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REI Rebrand

REI COOP Logo Animation.gif

REI: Rebrand

This new identity reflects REI’s focus on its latest campaign #OptOutside. It conveys the spirit of living an active life outdoors.

CHALLENGE REI itself has always been an inspirationof outdoors for others. Whether it is hiking, trailing, enjoying nature, seeking for adventure. How can we rebrand a new identity that more communicate #OptOutside?

SOLUTION The perfect triangle invites you to be part of this abstract shape of mountain, forest, and nature. But a second read is when people realize its REI itself. It is organic yet confident with each line working together with each other just like the CO-OP. We love colors from outdoor and nature forming out palette. By adding more colors to the palette, it gives you a taste of nature yet leaves you a mysterious wonder. A series of Explore Outside poster find the most interesting measurements from outside and encourages people to #OptOutside.

Visual Designer

Gerardo Herrera

REI Identity Application

REI Outdoor Vehicle
REI Store Front
REI Outdoor Rock Climb Pop Up

REI Campaign: Explore Outside



Website & APP