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REI - Brand Expansion

As one of the largest outdoor gear and apparel retailers, REI has a large customer base. However, there is one demographic that they have not been able to attract, Asain Americans. To drive more interest among this audience we created an integrated campaign that showed REI as an outdoor authority. We wanted to create more excitement among the youth of this audience and encourage them to go experience the great outdoors. I was responsible for the research deep dive and analysis of it, conducting a brand audit, the creation of our target persona, strategy development, and making strategic recommendations based on whats aligns best with the brand.

Project Roles
Brand Management, Brand Strategy, Creative Strategy, Keynote, Research, Strategy, User Research, Social Media Strategy
Advertising, Apparel, Brand Identity, Branded Content, Branding, Briefs
Project Industries
REI - Brand Expansion
REI - Brand Expansion
REI - Brand Expansion
REI - Brand Expansion
REI - Brand Expansion