REI Mastercard

^{THE ASK

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REI had the opportunity to refresh a key brand asset with their Mastercard offering. In order to best communicate the card benefits to REI Co-op members, they desired a comprehensive sub-brand refresh–everything from the card to its marketing needed reworking.

^{THE EXECUTION
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I began this exercise exploring potential color palettes and illustration styles for the card art. This provided an aesthetic basis for the marketing materials. Table cards, POS posters, email communication, and blog content examples were all explored and iterated on before landing on a final brand toolkit. Leveraging earthy tones with a bright pop of orange, the card intended to leverage a classic outdoorsy palette while standing out amongst dark cards. This carried through in the marketing materials, where orange was used to highlight card benefits.

A variety of color, illustration and systems explorations took place in order to arrive at the final solution.

^{THE IMPACT
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While cardholder information is not public, only REI Co-op members are elligble for the card. From 2018 to 2024, REI Co-op membership increased 33% to 24 million members. In that time, REI transitioned their Mastercard offering from U.S. Bank to Capital One.