REI Co-op Viewpoint Magazine
When you're a house of brands, it can be hard for the in-house brand to compete with vendors who have their own marketing channels. But if the 10,000+ store staff are champions of the product, then, well, my job gets a little easier. Every season, my team creates a magazine exclusively for REI store staff to get them stoked about the product to come.
This involves some content strategy, deciding not only what to highlight but the angle for each story. It also involves a lot research, interviewing and finally writing A LOT of long-ish form copy. We formerly published the magazine twice a year, but, due to staff feedback (and a global pandemic), have bumped that up to four times per year since 2020. It's hella lot of writing and a hella lot of fun.
Spring 2020 issue
(Inline below, but the best format for reading is this PDF)
