Co-op Design at REI with the Figma-Only Brand Hub
summary
REI turns a 300+ page PDF into a working, interactive Figma brand hub using components and variants, built in weeks with no engineering handoff. The hub serves 100+ remote designers across digital, retail, product and marketing, supports 170 stores, and helps roll out a companywide membership update. Updates happen instantly — content and hex fixes take minutes — and the prototype-driven approach proves sufficient to replace a planned coded site while keeping brand standards live and cross-disciplinary work aligned.
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chapters (14)
- 0:00Introductions
- 3:00REI’s quadruple bottom line
- 3:44Co-op design & values
- 5:38Cedar Design System
- 7:22Creating new brand standards
- 11:30How do you bring brand standards to life?
- 12:40When COVID hits
- 14:22A “Figma” brand hub built by designers for designers
- 17:02Make do, make it happen
- 18:11Keep the forum, keep the momentum
- 18:51Put it to the test
- 20:36Your brand is always evolving! Keep close, keep it going
- 22:05A final wave goodbye from REI video
- 22:37Closing
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