OVERVIEW
Aligned and produced REI’s summer email campaign in accordance with established brand standards.
CHALLENGE
Produced and launched REI’s summer email campaign, building upon their seasonal brand strategy and visual standards.
Each of REI’s seasonal campaigns was built around a distinct strategy and visual identity. This project marked the second year of the Let’s Camp summer campaign, which centered on defined camper personas, each paired with curated products and brand partners. The work kicked off with onsite collaboration at REI, where their team walked us through a detailed campaign guide outlining textures, color palettes, badges, imagery style, and overall creative direction, along with the goals and objectives for the upcoming season.
RESULTS
The campaign performed strongly and was continued the following season due to positive results and client satisfaction.
The work followed a traditional agency creative process, collaborating closely with project managers, art directors, and copywriters to produce the campaign assets. Each email within the series had its own kickoff with both teams to align on goals, expectations, and required assets, ensuring clarity before production began. Concepts typically went through two to three rounds of creative review before final approval and handoff to the development team. The campaign performed strongly, building on the success of the previous year, and REI continued the Let’s Camp theme the following season, reflecting both positive results and client satisfaction.