REC is a modern vision of recreation for a youthful generation, evolving REI Co-op into an inclusive everyday lifestyle.
Solution
I created an identity and designed activities that encourage people to unplug, explore, and connect.
RoleIdentity Design
Mechandise
Brand Activation
Symbols function as a narrative dictionary customized for REC. Each element is designed using geometric shapes inspired by mid-century modern design, and draws inspiration from nature, tools, and outdoor activities. These fun shapes tell unique stories of the outdoors and interchangeably combine with other elements to create a sense of movement.
The collage style merges natural elements with real people out and about, capturing moments of exploration and diverse experiences for all ages. Each image woven into the collage tells a story, echoing REC’s belief that curiosity is a fundamental human essence.
Branding is expressed through colors and shapes.