REI announced the hire of Ben Steele as the outdoor gear and apparel retailer's first chief creative officer. He joins the company from Hornali Anderson, a global brand experience design agency, where he served as executive creative director. Steele will officially start January 1, 2015.
"One of the great joys of leading REI is the deep appreciation of our amazing brand and how outdoor stories permeate every part of the co-op experience," Jerry Stritzke, REI president and CEO, said of the role and Steele's appointment in a press release. "Telling these stories in a compelling way is a huge opportunity for us. Ben is a creative, strategic thinker who gets that we have to bring our brand story to life in unconventional ways. He's going to have a big impact."
Steele will be responsible for bringing the brand's identity as a specialty outdoor lifestyle retailer to life for its customers. He will lead a creative team tasked with impacting both the company's physical and digital presences, private brand product development, product assortment and REI's employment brand. Press release
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