REI's brand evolution focused on deepening its co-op roots by drawing from its rich history while embracing a forward-looking approach. This transformation set the stage for the launch of the iconic "Opt Outside" campaign, highlighting REI's commitment to outdoor adventure and community. By honoring its past and innovating for the future, REI reinforced its identity as a leader in both the outdoor industry and environmental stewardship.

Role \ Designer, Design Lead
Agency \ Hornall Anderson