In this rebranding exercise, the challenge was to address how REI's current identity fails to embody the sophistication through which the company operates and the lack of a cohesive visual language across its many products and services. My goal was to create a new logo and visual system that could be used to represent REI's values, products, and services with the energy and refinement that members and patrons have come to expect from the company.

In this rebranding exercise, the challenge was to address how REI's current identity fails to embody the sophistication through which the company operates, and the lack of a cohesive visual language across its many products and services. My goal was to create a new logo and visual system that could be used to represent REI's values, products, and services with the energy and refinement that members and patrons have come to expect from the company.