As REI Oklahoma grew across the state, its programs — each designed to create opportunity for Oklahomans — started pulling the brand different directions.
While new programs and initiatives fueled success, it also brought complexity and fragmentation. So, we got to work unifying the brand, developed a unique digital experience, and cleared a path for every Oklahoman looking for a leg up in business or homeownership.
A Brand Strategy Built Around a Shared Story
REI Oklahoma’s programs were already doing real work for real people. The brand just wasn’t reflecting that yet — and that meant a real opportunity was going unnoticed. What was missing was a shared story that made the programs feel like what they actually are: different ways into the same opportunity.
Unify the brand, and suddenly the whole is greater than the sum of its parts.
A Brand Identity That Speaks Oklahoman
We grounded the brand voice in archetypes inspired by real Oklahomans, rooted in the culture and people REI Oklahoma actually serves. From there, the identity came naturally: a straight-talking, knowledgeable ally that meets people where they are and makes big decisions feel less overwhelming.
One Website. Every Program. No Confusion
With the brand defined, we turned to the digital experience where the same fragmentation problem was waiting.
Before, each program had its own website with different setups, different calendars, different everything. Posting one event meant updating five sites. For staff, it was a maintenance headache. For Oklahomans, it was a maze.
The new site changed that. Navigation is organized around what people are actually trying to do (own a home, grow a business, find funding) not around internal program names. Quick links put the most common actions front and center. And one unified events calendar means nothing falls through the cracks.
One Clear Path Forward for Every Oklahoman
The programs were always good. Now the brand matches them. REI Oklahoma has one home, one story, and one clear path forward for every Oklahoman ready to take the next step.
120.8%
Increase in Site Visits
27.1%
Increase in Organic Search Traffic
