Created the Leading National Outdoor Brand
The State of the Brand:
REI, a Seattle-based co-op which, at age 70, was struggling to connect with younger consumers. The outdoor retailer had begun to lose relevance to both the long-time loyalists and new audiences. The business needed to have its brand revitalized and stay true to its heritage.
How We Helped
We developed new brand positioning, new tone & voice, and a new comprehensive visual identity system that unified all brand communication. We helped design a proprietary retail experience for REI to fully express its rugged, outdoor culture and connect with the adventurer in everyone.
The Results
Record-breaking top-line sales and 100% Growth in first five years.
“David Lemley and team intensively researched our company and gave us the revitalized brand identity and retail brand design that is rooted in our outdoor culture. The way this has resonated with our employees and our customers is amazing.”
– D. Madsen (retired), CEO, REI
Scope Of Work
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Apparel/Gear Marking System
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Brand Architecture
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Brand Bible
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Brand Extensions
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Brand Identity
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Brand Strategy
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Branded Environments
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Catalog Design
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Exterior Trade Dress
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Integrated Marketing
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Merchandising Strategy
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Messaging Framework
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Naming & Nomenclature
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Packaging System
BEFORE
AFTER
