REI Pathahead Ventures
Role: Designer
Additional Designers: Naia Doe, Jake Stoumbous
Creative Director: Summer Karaskova
REI commissioned Season to develop the visual identity for Path Ahead Ventures, a new initiative supporting founders of color in the outdoor industry. Recognizing the lack of diversity in outdoor spaces, REI set out to create a program that would help close this gap through mentorship, funding, and community-building.
Once the Season writing team established the project’s strategy and narrative, the design team began crafting an identity that aligned with REI’s established brand system while maintaining its own distinct character.
I was involved in the project from the very beginning, contributing to the development of mood boards, illustrations, and visual explorations that reimagined REI’s existing color palette and typography system. The result is a cohesive identity that feels connected to REI’s legacy while expressing the optimism and forward-thinking spirit of Path Ahead Ventures.