REI Co-op

Member illustrations

Summer: brand campaign lockup (‘20)

“All Out'“ brand narrative visual concepting (‘22)

“All Out” was REI’s a sign off that they experimented using for about a year. A group of designers explored different visual approaches, and I focused on this collage direction. The idea was the push textures with unusual shapes, hoping to add a bit of variety to the current branding.

Below are pages from the concept pitch deck.

GUGO sale: design pitch

This is an example of a seasonal brand campaign concept deck that is pitched to stakeholders.

Headlines, voice and tone, photoshoot moodboards, and visual mockups for different print and digital placements are created. Once a direction is approved by leadership, the campaign goes into the art directed photoshoot stage.

Summer: activity campaign brand deck

Once a concept is approved (from the example above), and photoshoot complete; and final brand design deck is created. More finalized copy and examples are created with (usually raw unfinished) photos due to timelines.

Outdoor Afro

Another example of a seasonal guidelines, where this is for a brand partnership. The designer usually builds the 50-60 brand guidelines, and the AD focuses more on copy, messaging, photo and video work. Designers specifically work on signage, social and email design examples.