“We inspire, educate and outfit for a lifetime of outdoor adventure and stewardship” is the mission statement of REI (Recreation Equipment, Inc.), a national consumer co-op based in Seattle.

Mission statements are one way organizations and individuals communicate the “why” of what they do. These individually cut-out letters make a subtle, but powerful in-store display.

People don’t buy what you do; they buy why you do it.

— Simon Sinek

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This post is an entry in Communication By Design Creative Toolbox • A Visual Diary where we share a daily tool — inspiration, insight, fun fact, or tip — to help YOU communicate by design.