Cool starts. Warmer miles.
Three layers. More comfortable miles.
Build a simple system for changing weather, from the first climb to the final overlook.
Read the layering guide
Ecommerce campaign / Strategy + production
Making product education shoppable.
An independent REI Co-op concept built around one useful idea: help the reader understand the base, mid, and shell system, then connect each layer to an appropriate product category.
Independent portfolio concept. REI Co-op did not commission, review, or approve this work.
The brief
Create a fall email that supports apparel discovery without depending on a limited-time discount, a crowded catalog, or invented product pricing.
The solution
The campaign begins with an outdoor use case, introduces REI's published three-layer framework, and then moves into a centered three-column merchandising grid. Each module has a distinct purpose, concise benefit copy, and a category-level action. On smaller screens, the grid becomes a simple vertical sequence with larger product imagery and touch-friendly spacing.
Build details
- Centered 600-pixel table-based layout
- Responsive three-to-one-column product grid
- Live editorial copy and original concept imagery
- Hidden preheader and bulletproof Outlook CTA
- Mobile-first spacing, alt text, and QA planning
Need this kind of production support?
Discuss an email project