REI Transactional Guidelines


REI Transactional Guidelines

The project: branding and creative strategy + copywriting for REI’s transactional email program

My role: senior designer at Oracle 


REI sends a wide range of data-driven, automated, complex messages (like order confirmations and shipment notifications and class registrations). Our team was asked to overhaul their entire transactional email program from strategy through visual execution.

So, we developed a system (I love systems). The guidelines shown here were presented to and approved by REI early on, which made for a smooth and efficient production phase — always a good thing, but especially when it comes to the delivery of 30+ unique deliverables.


 Partnered with art director Kathryn Alva to develop the program approach.

Style guide re-worked for online display.