Lloyd and Mary Anderson founded REI in 1938 due to a lack of affordable quality gear. Eager to outfit other Mountaineers with quality, affordable gear—REI the co-op was born. This co-op's main goal is to outfit their members and eventually customers with high-quality outdoor gear, educate their members and the community about outdoor adventure, and promote environmental responsibility.

What’s the Problem

Due to REI's growing popularity, a portion of their customer base aren't as knowledgeable about outdoor adventures. They also don't know what gear they need, or if they even have the abilities needed. The ongoing push to get outdoors has brought out a new dilemma for the layman.

Find a Solution

CREATE AN ADVENTURE ZONE

REI’s Adventure Zone trademark was narrowed down from all the outdoor activities that REI sells gear for. The final pictorial trademark of a mountain was chosen to embody the origins and the rugged spirit of the company.

NAVIGATING THE ZONE

Silhouettes that recall the letters REI will help customers find their way to training activities, such as a climbing wall, a bike simulator, and a class on the best survival gear for outdoor activities. Gear could also be found in these designated areas.

ADVENTURE ZONE ANYWHERE

REI’s Adventure Zone can go anywhere the adventurer wants to go. The responsive website allows anyone to access multiple tips for each adventure, see a checklist of the gear required, locate the closest store to pick up an order, or have it shipped to any US based address, including AFO and FPO.

CHOOSE AN ADVENTURE

Billboards were purposely placed in urban, concrete jungles to inspire board stiffs to get out on their own adventure. Each billboard highlights a different outdoor activity to encourage a true “choose your own” adventure.