Membership Relaunch
REI
Assc. Creative Director
In-House
REI
Assc. Creative Director
In-House
For the most significant membership overhaul in 80 years, we refused to let the news get buried in the fine print. We transformed a functional update into an invitation for "boundless discovery," using real member stories to prove that an REI membership isn't just a transaction, it's a lifetime pass to adventure. By injecting humanity into the mechanics of the program, we turned a rewards update into a rallying cry for the outdoor community.
Digital & Social
To celebrate membership we redesigned the REI.com experience and focused it on membership. The goals were, excitement, education, and humanity. We needed to ensure that the human element wasn’t lost on any touchpoint.
In-Store
We redesigned the in-store experience, to celebrate membership, and educate visitors on the new benefits.
Direct Mail
As an REI co-op member you always look forward to reeiving your yearly rewards mailer. Not only do you get information about your dividend, but this year you also saw how much better your memebership got.
