In crafting the brand messaging for REI, I wanted to challenge the conventional narrative surrounding outdoor experiences. The copy chosen serves almost as an oxymoron that’s designed to provoke thought and reemphasize the importance of the outdoors, matching the brand’s motto–Opt Outside.

Client Name: REI

A scenic landscape with a hiker wearing a backpack and hat, overlooking a lake surrounded by rocky mountains and trees. Text overlay reads, 'Nothing to see here. Except everything.' REI Co-op logo is present.
A hiker walks along a rocky trail beside a large lake surrounded by mountains, with lush greenery in the foreground and a message "What's the point?" in the center. REI Co-op logo is visible at the bottom right.
A person walking near a lake with forested hills in the background. Text on the image reads "It's just a view." REI Co-op logo in the corner.
Person hiking on rocky trail with mountainous landscape and pine trees, wearing a yellow shirt and hat. Text overlay says, "It's just some rocks and water. If that's all you're looking for. REI Co-op logo."
Person hiking along a rocky lakeside trail with mountainous landscape in the background. Text on the image reads "It's too far out of the way." and "Only if you want to stay in place." REI Co-op logo is visible.
A person in a yellow shirt and hat hiking near a scenic lake surrounded by mountains, with text saying "It's way too quiet. Until you listen closely." and the REI Co-op logo.
Person hiking on a rocky path beside a lake with mountains in the background, text reads "Too far out of your way. Only if you want to stay in place." REI logo in the corner.

Mockup Design

Poster on glass wall featuring a scenic outdoor landscape with mountains, water, and rocks, showing a person hiking with the text 'It's too far out of the Way.'
Billboard with a scenic landscape of a hiker overlooking a lake and mountains, text reads 'Nothing to see here. Except everything.' REI Co-op logo in bottom right corner.

Disclaimer: The work done here was created as speculative work and is not commissioned, endorsed, or affiliated with REI Co-op. All trademarks, logos, and brand elements remain the property of their respective owners. This work is intended solely to showcase creative capabilities and is for portfolio purposes only.