REI Co-op’s 85th Anniversary Sale
Client: REI Co-op
Role: Designer
What I did: Campaign Concepting, System Design, Studio Photography Art Direction, Campaign Execution
The Team: Sr. Art Director: Karin Gilbert, Sr. Copywriter: Gabe McFadden
The Concept:
In order to celebrate REI Co-op’s 85th Anniversary, we gave REI’s “Biggest Sale of the Year” a retro makeover. We started by digging deep into the co-op archives, flipping through hundreds of old catalogs in order to uncover the forgotten and quirky gems of yesteryear. We then created a modern design system based on some of the co-op’s old graphics and re-created some of the historic catalog photos with current members in a tongue-in-cheek way using Anniversary Sale product.
The Result:
This campaign performed 10% better than forecasted and brought in $368M in demand for the co-op.
