REI Garage

Marketing campaign

Outlet is out. REI Garage is open.

In summer 2016 REI rebranded and relaunched REI Outlet as REI Garage.  The goal was to differentiate the outlet from a sea of gear discounters. I worked on an animation to tell REI Garage's story.



Storyboard concept lead, visual designer, animator






Illustrator, Sketch, After Effects

The problem

Telling the full Garage story

The creative leads came to the marketing campaign team with a beautiful visual concept. The REI Garage strategy team then tasked us with pushing the concept further.

We asked, what makes REI Garage different from...
Other discount gear retailers?
The former REI Outlet?
REI Co-op?

The solution

Showing vs telling how Garage works