I wrote up a spec brief around how REI corporate wanted to be more involved in local communities and partner with local makers and artists in a way that was relevant to fashionable, environmentally conscious urbanites in cities like Portland, Austin, San Francisco and Seattle. I then worked with a graphic designer and illustrator to build a visual system for this sub-brand.
Art Direction / Lead Designer - Laura Worrick
We wanted to emphasize the unique and eccentric stories across the American landscape. By researching early American explorers, immigrant cultures and vintage roadside attractions, we arrived at the name, No Destination.
THE MANTRA: IT'S ALL ABOUT THE JOURNEY
What is adventure without the unexpected? Every mark, every imperfection tells a story. It’s not the plans you set out with, it’s the journey that unfolds in front of you. REI: No Destination champions the curious, the dreamers, the wanderers, the path less taken. Because after all, isn’t life just what happens along the way?
Our moodboards incorporated early 1900's hobo language, outsider art, punk rock posters, 90's fashion, early explorers of the American west, slave communities and vintage roadside attractions. Using these inputs, Laura built some incredible stylescapes, which were used to create the over-arching design system.
