REI Membership Relaunch

Client: REI
Role: Associate Creative Director
Agency/Brand: REI Brand Lab

Challenge: Build excitement around the biggest upgrade to REI's lifetime membership in its 80+ year history.

Solution: A 360-campaign campaign built around the idea that One Membership leads to a lifetime of boundless discovery. Focusing on the benefits of membership, and member stories. We featured real members, experiences, and created a design language that dialed up the excitement.

Paid Social
We created a series of videos to announce all the new benefits of a lifetime membership. The goal was to push beyond boring informational videos and bring some humanity and joy to them by showing actual members enjoying them.

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.