Copywriting for Sustainable Living Volunteering:

REI Co-op

A person standing on a large rock on a hillside overlooking a lake at sunset or dawn, dressed in a plaid shirt, black pants, and a beanie.

  • Protect what you play in. REI is more than a co-op—it’s a collective movement to explore, protect, and restore the outdoors we love.

  • To inspire and equip people for a life outdoors—while working to ensure that life is sustainable, equitable, and accessible for all.

  • A future where the outdoors are protected, our impact is intentional, and every person feels empowered to be a steward of the planet.

  • Grounded / Motivating / Clear / Collective / Reverent

  • Gear up for good.

BRAND MESSAGING

BASED IN SEATTLE, WASHINGTON, REI CO-OP IS A LEADING OUTDOOR RETAILER AND COMMUNITY BUILDER DEDICATED TO SUSTAINABILITY, INCLUSIVITY, AND ADVENTURE. THROUGH PRODUCTS, PROGRAMS, AND PEOPLE, REI IS REDEFINING WHAT IT MEANS TO PLAY OUTSIDE—WITH PURPOSE.

Senior Creative Strategist Avery Lane came to me with a vision: to bring REI’s sustainability mission to life in a way that felt bold, authentic, and actionable. She needed clear, inspiring messaging that could unite a new landing page and in-store signage—something that would energize the REI community and reflect the brand’s deep-rooted commitment to protecting the outdoors.

My solution? I crafted copy that transformed sustainability from a corporate value into a community call-to-action. From digital to physical touchpoints, the messaging invited customers to be part of the movement—highlighting REI’s impact while empowering everyday adventurers to help protect what we all love to explore.

Together, we built a landing page and signage that called REI’s values into action—rallying outdoor lovers to become protectors, not just participants.

Mock-up of the REI Co-op website promoting their Sustainable Living Project, with a focus on climate action, community empowerment, and a circular economy. Tagline reads “Gear Up for Good.”
REI store poster showing an ocean scene with the headline “Once it’s gone, it’s gone. Forests, corals, clean air. We don’t get a second chance, only this one.” Promotes REI’s volunteer movement for environmental protection.

WEBSITE

REI store poster featuring children in a wheat field with the headline “What will be left for them? If we don’t protect it now, we don’t pass it on.” Encourages volunteering to protect the environment for future generations.

STORE POSTER

STORE POSTER

“Julie helped us translate values into action.”

She took a big, multi-layered initiative and distilled it into messaging that was clear, compelling, and on-brand across every touchpoint. Her copy brought consistency, clarity, and a rallying energy that engaged both our team and our community. It felt aligned with our mission—and elevated in all the right ways.

AVERY LANE / SENIOR CREATIVE STRATEGIST, REI CO-OP

A middle-aged man with glasses and a light beard smiling outdoors, wearing a dark blue t-shirt.

Turn your mission into a movement.

Let’s shape messaging that mobilizes your community and brings your impact to life—clearly, boldly, and with heart.

Ready to rally your people?