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REI Branding
A rebranding effort for REI
Build a retail system that empowers and educates our customers in the philosophy of escapology. REI is an educator and facilitator of escapology. Escapology is a philosophy built around the belief that man’s connection and interaction with nature is essential for a complete and fulfilling life. The meaning of life is defined by playing outdoors. Our stores, staff and products all provide the essentials to becoming a master in escapology. The staff and packaging serve to educate and the products facilitate. 

Sample spreads from the brand strategy book. 
Brand Strategy Spread: Introductions to Icon System