REI CONCEPT BOOK
branding • email • strategy
REI'S TRANSACTIONAL EMAIL PROGRAM
Beyond promotional messages, REI sends a wide range of data-driven, automated, complex messages — like order confirmations and shipment emails and all sorts of other notifications. The creative was woefully out-dated in both design and strategy, and my team was asked to complete a full overhaul of the program.
AN OVERARCHING APPROACH
Given the content- and copy-heavy nature of transactional emails, it was crucial to create a set of program-specific standards early on. We needed a system.
MESSAGING + TONE OF VOICE
Many of REI's emails are positive in nature, but some are more neutral or even negative: the tone of voice in a class registration email (celebratory) should be different than that of an order cancellation (kind and calm).
By grouping these message types into overarching buckets and understanding the resulting customer reactions, we created a flexible, hard-working copy framework.
AN UNDERSTATED DESIGN THEME
A limited color palette and restrained graphic elements provided the finishing touches of our content-first, consumer-focused guidelines.
PROOF OF CONCEPT
Senior designer on the project. Partnered with art director Kathryn Alva to develop the program approach, style guide copy, and layout design.
Designed at Oracle, spring 2015.