Branding: The Integrated Shopper

REI has done a commendable job of establishing a unique face for the brand — a very identifiable look and feel that, at a glance, sets it apart from the competition. There's no mistaking whose catalog you're flipping through or on what site you're shopping. The tighter you define this visual vocabulary, the easier it is to execute across all channels. With well-defined brand standards — typography, color palette, graphic treatments, etc. — you more easily translate your brand's personality to all touchpoints.