Outdoor Lifestyle Branding

Case Study

Brand Development

Brand ID & Experience Design

Challenge: Create a family of brand Identities for a collection of outdoor lifestyle brands.

Challenge

  • Create branding for a collection of consumer domain names, including camping.com, petcamping.com, Campgrounds.com, RVparks.com, KidsCamping.
  • Create multiple points of distribution for online reservations and RV re-sales, to increase value to reservation clients and partners and increase the number of reservation clients.

 

Solution

  • Create brand ID that could be used for a variety of micro-camping and outdoor recreation brands.
  • Established a template for camping.com brands, making it easy to create new micro sites that maintained the primary brand ID.

Results

  • 200% + increase in revenue for consumer brands
  • Reduced management costs by 40%.

Tactics

  • Rebrand – Created Corporate ID with a constellation of brands with new ID packages to create continuity.
  • Upscale brand ID changed prospect perception from “mom & pop” start-up operation to “trusted advisor” status.
  • Collateral, Direct Mail, Word-of-Mouth Referral Campaign
  • TV, radio, ads, PR kit, and collateral to support the event(s).

Experience & Creative Process

Project – Brand Development

Created a collection of brand Identities for a constellation of outdoor lifestyle online consumer brands.  Using the EXD (Experience Design process) we were able to ID a role for each brand and how they fit into the brand portfolio.

Old Branding

Brand Transition

 

New Brand ID

 

Experience Design

Through this proprietary process, we are able to dive deep into the challenge and find unique solutions to enhance the consumer experience.  Created brand architectures for each brand, to understand brand’s voice, target audience and personality.

Brand Development & Positioning

Founder owned a variety of outdoor recreation and camping consumer-facing brands and websites were built because they owned the domain.  By working through a proprietary strategic process our team was able to reduce the number of brands in the portfolio while increasing revenue 200%.  Additionally, we developed brand ID’s and personality for each remaining website.

Brand Voice

Each brand benefited from being able to “live” their own authentic brand voice.

Staff Training

Through cultural training and hands-on experiences with the product – sales, manufacturing, and service – we able to solve common problems with both the product and the sales process. The China-based development team had no experience with camping or outdoor recreation.  Leading to features being lost in translation that resulted in the loss of authenticity and trusted advisor roles.  We helped the teams communicate more effectively and brought the lead developer to the US for a camping and outdoor recreation experience—then he understood the “whys” of what he was building.

Listen & Learn

We created a virtual advisory board made up of campers, RVers, outdoor enthusiasts, and outdoor recreation consumers to gather feedback and insight on everything from functionality to content strategy and brand positioning and brand voice.

Experience & Marketing Process

By listening and learning from the consumer we were able to identify easy compelling, cost reducing way to delight the consumer from initial contact to after installation.
w

Listen & Learn

Explore

Fact from Fiction

Intentional Operational & Marketing Theme

Creative Ideas

Signature Moments

Execute

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Inspect, Measure & Refine

Kelly was able to identify our problem | challenge quickly and helped us find solutions that helped us bridge our roots in technology with the real world of running a solution for camping and outdoor recreation operators.

SVP Marketing

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