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REI
Product Descriptions (Spec)
Objective
Create a series of 6 product descriptions for REI's Co-op brand of athletic clothing.
Strategy
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'Explorer' brand archetype
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True to REI's current style and adventurous, lively brand voice
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Paragraph sections clearly highlight the benefit that each clothing item has to someone with an active, fast-paced lifestyle
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Bullets detail the unique, practical features of each item while still tying back into the main benefits to consumer








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