2019
REI · Force of Nature
REI's summer 2019 women's-outdoor campaign. A multi-surface brand system across homepage, landing pages, email, print, and partner co-brand placements. My first big campaign at REI.
The brief
Force of Nature was REI's summer-2019 women's-outdoor campaign. A brand-system push that ran across the homepage, landing pages, email, print, and partner co-brand placements. It was the first big campaign I shipped at REI, and the first time I sat in a room with brand, merchandising, engineering, and creative all at once.
What I designed
The campaign system: hero treatments, the supporting brand-page expressions across REI Co-op, Yeti, Patagonia, and Arc'teryx as it tied in, and the responsive layouts that carried it across breakpoints.
Role and stack
UI Designer. Tools: Sketch, Photoshop. July 2019.
What I took from it
"Working with brands, merchandisers, engineers, and creative was the best design experience of my life up until this point. REI has some of the best design standards and pipelines of any company I've worked for or with."
The takeaway is that the right design pipeline turns a campaign from a deadline-management exercise into something that's actually fun to make look right. Most of the design wins on Force of Nature came from that pipeline, not from the individual screens.
What I'd do differently
Honestly on this one? Not much. It was awesome.