REI · GUGO

The campaign

GUGO (Gear Up, Get Out) was an REI campaign that ran across multiple surfaces in summer 2019. The brief was a unified expression of the campaign across the places customers actually encountered it: the homepage, paid landing pages, in-app slides, and the search-result banners that show up when someone is mid-shopping-trip.

What I designed

• Homepage. The campaign's anchor expression on rei.com
• Landing pages. The dedicated pages paid traffic dropped onto
• App slides. The in-app cards merchandising GUGO content to existing customers
• Search banners. The contextual banners that surfaced GUGO collections inside search results

The work was less about a single hero screen and more about keeping the campaign coherent across four very different surfaces, each with its own constraints (conversion vs. discovery vs. retention), without losing the campaign's voice.

Role and stack

UI Designer. Tools: Sketch, Photoshop. July 2019.

What I took from it

"Having a solid design process can make a project way more fun and creative, and produce much better results. It's well worth the investment."

GUGO was the campaign that made me realize multi-surface design is its own discipline. The work is visualizing how the homepage and the search banner and the app card all sound like the same campaign without being the same image.