Contra

REI is a cutting-edge outdoors company. Focusing on the user-experience with their gear. The company has done well for themselves, and hope to address a more experienced audience in the future. The goal of this project was to give a brand new life in the eyes of a desired audience.

Taking on a technical look but overall appealing to the extremists. Using tones to convey danger in extreme situations. Trying to retain the company’s friendly look was difficult but with a modular grid system – things become sophisticated and thorough. The rebranding element leaps toward an angular logo allowing for a modern visual system. The icon hinting at mountains but not being too derivative. Need a next-level outdoors experience? Look to REI and take the leap.