Retail Brand Launch

The Assignment:

Launch "Evrgrn," a unique sub-brand of outdoor recreation gear for REI, targeting millennial festival-goers and those who explore the urban wilds.

The Challenge:

This was a new demographic for REI. The existing brand language didn't cover it.

The Solution:

We embraced the festival culture and hired artist Kevin Hooyman to create patterns and illustrations that spoke to a magically good time in the woods. We kept the language simple and let the doodles speak for themselves. Lifestyle photography (by us and influencers) rounded out the campaign book.

My role:

I was the DVP/CD for this project and worked with the in-house team at REI, as well as the artist Kevin Hooyman.