REI Co-op

Member illustrations

Summer campaign lockup (‘20)

“All Out'“ brand narrative visual concepting (‘22)

“All Out” is REI’s new sign off. A group of designers explored different visual approaches; I focused on this collage direction. My idea was the push textures unusual shapes, hoping to add a bit of variety to the current branding. Below are pages from the concept pitch deck.

GUGO design pitch

This is an example of a seasonal branded campaign concept deck. Headlines, voice/tone, photoshoot moodboards, and visual mockups for different print/digital placements are crafted. Once a direction is approved by leadership, the campaign goes into the art directed photoshoot stage.

Summer activity campaign

Once a concept is approved from the above process, and photoshoot complete; a final brand design deck is created. More finalized copy and examples are created with (usually raw unfinished) photos.

Outdoor Afro

The designer’s task is to build out the 50-60 brand guidelines for the season/activity/campaign. The AD focuses more on copy, messaging and the photo & video work; whereas the digital team usually handles the web design. Designers specifically work on signage/social/email.