Campaign branding for outdoor gear and apparel stores based in the U.S. The mission of this campaign was to advertise its members-only garage sale. This campaign promotes the special sale to attract new members while showcasing REI as an advocate for sustainable lifestyles.
This personal project is NOT associated with REI.
Background: REI (Recreational Equipment, Inc.) is a gear and apparel retail and outdoor recreational services corporation. REI sells quality sporting goods, camping gear, active clothes and offers outdoor classes and workshops. As more and more businesses transition into a more eco-friendly business model, companies like REI are in a difficult place. Success for the company means a decline in the way customers seek to experience. REI stocks long-lasting gear and clothes, reducing waste emissions. These items are often out of the general public’s budget and go for more affordable, disposable things that harm the environment.
I’ve created a campaign project using REI’s popular tradition. REI hosts a members-only garage sale at the start of each season, selling used gear and clothes. Suppose they can promote this sale to the general public. In that case, they can pull in member sign-ups and inspire them to make sustainable and thoughtful decisions and reduce carbon emissions.
Spinning off the famous quote, “The mountains are calling, and I must go,” this campaign combines the excitement of the outdoor adventures with the reminder that our actions and purchases have consequences that harm the outdoors we seek to experience.
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