Art Direction: Jake Baine
Copywriting: Hailey Harmon
Hailey and I took a look at REI's current brand identity and learned that much of REI's personality revolved around comparing the modern world to the outdoor scene. We wanted to provide a fresh take on this whilst also playing within the bounds of REI's already established brand identity. Hailey killed the copywriting and I found that pairing her great copy with a simple visual with lots of open space and a handwritten font really tied it all together.