REI CONCEPT BOOK
branding, EMAIL DESIGN, and CREATIVE STRATEGY FOR A WHOLE digital PROGRAM
REI'S TRANSACTIONAL EMAIL PROGRAM
THERE ARE OVER 30 UNIQUE TRIGGERED MESSAGES
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.
(i love systems)
Given the content- and copy-heavy nature of transactional messages — and sheer number of emails — it was crucial to create a set of program-specific standards early on.
MESSAGING + TONE OF VOICE
BECAUSE WORDS ARE REALLY IMPORTANT
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
function over form, in this case
A limited color palette and restrained graphic elements provided the finishing touches of our content-first, consumer-focused guidelines.
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.