2021 / MEC

MEC Membership: Redefining Value through Visual Storytelling

In 2021, MEC relaunched their membership program. The design challenge was to translate a complex suite of new membership benefits into a digestible, inviting, and "digital-first" visual language. The goal was to move beyond a simple transaction and foster a deeper sense of community and purpose through the new Outdoor Impact program.

I was tasked with defining the creative direction for these benefits, ensuring the visual system felt cohesive with MEC’s logo while maintaining enough flexibility to work across web, social, and retail store touch points.

ROLE

Art Direction
Graphic Design
Illustration

Membership_website_members.png

The "Members Get More" Brand System

I developed the "Members Get More" branded lockup as the anchor for all membership communications. The typography and layout were designed to feel bold yet accessible, creating an immediate visual "win" for the customer.

Membership_social_carousel2.png

A Unified Iconography Language

I directed and illustrated an icon library to communicate our diverse membership benefits from "Risk-Free Shipping" to "Workshops & Events".

  • The Approach: I moved away from generic utility icons in favor of a bespoke, illustrative style that reflected MEC's heritage of craftsmanship and outdoor expertise.

  • The Result: A scalable visual shorthand that simplified the user journey on the website and added a premium, editorial feel to social media carousels.

Launching Outdoor Impact

Launched at the same time, the art direction for the Outdoor Impact program focused on environmental stewardship and community. By pairing clean, modern layouts with human-centric illustrations, we successfully communicated MEC’s commitment to sustainability in a way that felt actionable and inspiring rather than corporate.

Membership_website_outdoor impact.png
Membership_social_carousel.png

The refreshed membership identity provided a consistent thread across MEC’s digital ecosystem, whilst the new icon system became a core brand asset, used to streamline complex information and drive engagement within the "Outdoor Impact" initiative.

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