Project Description


Transform a 70 year old outdoor co-op into a retail brand.

Challenge: The REI co-op approached us during a time of change. Core clientele were aging out and REI was not connecting with younger outdoor enthusiasts.

Strategy: Give REI the voice of a leader, coach and outdoor experience enabler. Make everything about the experience of getting outside.

Result: Record-breaking top-line sales. 100% growth in first five years and record membership. REI brand declared “recession-proof” by The Seattle Times.

Scope of work
  • Brand Strategy
  • Brand Architecture
  • Naming & Nomenclature
  • Identity Update
  • Brand Extensions
  • Store Planning
  • Branded Environments
  • Packaging Systems
  • Messaging Frameworks
  • Apparel/Gear Marking System
  • Merchandising strategy
  • Exterior Trade Dress
  • Catalog Facelift
  • Integrated Marketing Strategy
  • Usage Guides

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“David Lemley and team intensively researched our company and gave us the revitalized brand identity and retail brand design that are really rooted in our outdoor culture. The way this has resonated with our employees and our customers is amazing.”
— D. Madsen, (retired) CEO, REI