Role: Online Art Director
Project: REI Re-branding & Website
Drove re-branding of REI.com and established new design, content and photographic styles. Oversaw design team and digital photo studio. Leveraged knowledge of traditional retail and mail order insights gathered over 60 years to drive redesign of REI.com in 1998. Tied with Amazon.com for a Webbie Award and won a Smithsonian Award for Technical Achievement.
Built the Design Team and worked with internal Editorial and Production teams to define the User Experience and Online Marketing strategies for the largest e-commerce site in the Outdoor Industry. During my involvement with the site, our inventory tripled to over 12,000 products and online sales beat the Seattle Flagship Store sales for the first time in the company’s history fully establishing the online channel for the business.