Recreation Equipment Inc.
During my time at the co-op I’ve played an important role in improving the customer experience through art and graphics, and defining in-store messaging in REI co-op retail stores—often merging environmental, digital, and print design spaces. Here are some key projects that have defined my impact.
REI co-op illustrations in collaboration with Brand Labs. Boards, Redwoods and Slug illustrations by Kathryn Davi, 2022.
Sign Program
Brief
As a contractor, I played an important role on a small design team redefining the in-store marketing sign strategy. The team was tasked with defining and redesigning all sign types. I was responsible for the strategy and redesign of Connect signs from concept to print design. A sign type in REI’s retail stores that speaks directly to co-op members and customers, and connects them to the greater co-op community.
Problem
Connect signs lacked a clear definition and design language. There was no consistent way REI was speaking directly to the customer and no visual queues to alert the customer to the type of information they would find on the sign.
Goal
Create a unique look and feel for Connect signs that was consistent throughout the store and easy for store staff to fill out.
Solution
Easily fillable classes and events templates for store staff execution. Flexible chalk sign kit with dot grid to aid handwriting and local prompt ideas. Detailed instructions and a visual language tying the different connect sign type elements together.
Duration
12 weeks
Roles & Responsibilities
Project Management
Signage Strategy
Print Production
Tools
Adobe Illustrator
Adobe Photoshop
Adobe Indesign
Community Space
Brief
While transitioning to FTE with the co-op I was a part of a small test to redefine REI’s community spaces in retail stores. In close partnership with my manager, we designed a functional and flexible kit of parts that put community at the center of the retail space. A transitional environment, able to flex with visual merchandising, messaging, and traffic, be it shoppers or students taking a class on avalanche safety. The 2019 test was successful, resulting in a roll forward to all new store openings from 2020 forward.
Problem
The REI community, the co-op, doesn’t show up in stores. How do we build outdoor life and culture in the physical retail environment? What do we say to our customers there?
Goal
To expose the heart of the outdoor life and culture at the co-op. Create a safe and approachable space for our community to dream and scheme their next adventure.
Solution
A central hub, flexible to both programmed and organic customer traffic. A space that can flux for presentation styled co-op classes, local events, self-guided learning and shopping. We created an agile set of sign elements and holders that adapt to messaging and spacial needs.
Duration
6 Months
Roles & Responsibilities
Project Management
Art Direction
Environmental Design
Print Production
Contractor Management
Tools
Adobe Illustrator
Adobe Photoshop
Adobe Indesign
Team
Experience Design Manager
Design Lead*
Design Contractors
Art Program
Brief
In 2019 I was asked to do a comprehensive audit of art in REIs retail environments. I conducted research of our Pacific North West stores of various sizes and opening dates. What I saw was inconsistent. We had amazing, large pieces of art in our flagship store but our core stores told a very different story *insert corncob joke here*. REI was doing a great job at showing customers what they could do outside, snowboarding, backpacking, barbecuing by campfire but they weren’t bringing the “why” inside. The photography felt out of reach for the average person, it was too epic and unapproachable. The art prints felt disconnected to the local geography. The feeling, the reason and the nostalgia of why people recreate outdoors was missing.
I was tasked with solving the problem in a local store as a test. The art curated felt deeply connected to the local outdoors. The goal was to inspire, aiming the customer towards what they might see, hear, feel, and smell. With display install adjustments and a deep dive into the new store opening process, I became the art curator for all new co-op stores. The program has grown and the process from selection to installation has been redefined. The team went from myself and a project manager, to a small team of five: two designers, one project manager, and two production designers.
Problem
The new store art program lacked strategy and point of view. The program was inconsistent across REI retail stores and often told a disjointed brand story.
Goal
Inspire the REI customer and staff members through art. Show not only authentic and approachable representations of the outdoors but a range of how people may experience the outdoors.
Solution
Mixed media, substrate, and frame types displayed in clusters to promote storytelling of an inclusive and authentic outdoor experience. Art pieces paired with found vintage items. Scalable approach to art selection, proofing, installation and planning for future new store projects.
Duration
On-going
Roles & Responsibilities
Art Direction
Image Curation
Environmental Design
Print Production
Contractor Management
Installer Management
Tools
Adobe Illustrator
Adobe Photoshop
Adobe Indesign
AutoCAD
Workfront
Figma
Team
Experience Design Manager
Project Manager
Design Lead*
Production Designers
Murals Photography
Brief
As a result of my influence on art through-out new stores, I became a key contributor to the mural photography process from proposing locations that would resonate with local customers, selecting photographers, providing guidelines documentation and art direction, to reviewing and selecting mural final mural contenders. Here are some of my favorites:
Duration
On-going
Roles & Responsibilities
Art Direction
Image Curation
Contractor Management
Tools
Adobe Indesign
Workfront
Figma
Team
Design Lead*
Production Designers
Cross-divisional Partners
