portfolio
cross country campgrounds.
I helped shape a growth-ready creative system for Open Road Resorts by pairing destination appeal with the comforts and consistency travelers actually book for.
context
Understand problem, people and goals
approach
Build a direction with purpose
design
Shape ideas into thoughtful visuals
refinement
Test, tweak and improve what works
takeaways
Learn, adapt and carry it forward
context
building for fast expansion.
Open Road Resorts is a fast-growing outdoor hospitality brand operating RV parks and campgrounds across the U.S., with a public brand story centered on clean, safe, family-friendly, highly amenitized stays in prime adventure locations. Their positioning leans into consistency, comfort, and connection to the outdoors, which made the brand feel less like a typical campground operator and more like a more modern outdoor hospitality experience.
For this pitch, I partnered with our sales lead to understand the growth challenge, audit the current opportunity, and build a creative strategy that could scale with the business as new properties came online. A big part of the opportunity was showing how Open Road Resorts could build awareness more intentionally across multiple locations while still keeping the creative relevant to the specific trip someone was trying to take. My role was to shape that creative strategy, mock up the ad concepts, design the pitch deck, and present the direction alongside the sales lead.
approach
speaking to why people book.
What made this project interesting was that people do not book RV stays for one single reason. Some are drawn by proximity to bucket-list destinations. Others care more about convenience, family-friendly amenities, or the ability to come back to a comfortable place after a long day outside. Open Road Resorts’ own positioning supported that mix, with recurring emphasis on amenities, family experience, and access to outdoor adventure.
That became the center of my approach. I wanted to show a creative system that worked in layers. First, brand awareness creative that introduced who Open Road Resorts is and what makes the brand different. Then, more targeted top-of-funnel creative that tied specific parks to specific motivations, like staying near Yellowstone or being close to New Orleans while still having a better basecamp experience. And finally, remarketing creative that addressed the hesitation someone might feel after visiting the site without booking.
The broader goal was to make the work feel like it was talking to a specific traveler, not to everyone at once. That is usually where interest starts.
design
making the stay feel real.
For the brand awareness concepts, I leaned into scenic imagery and strong environmental context to help establish the brand as a more elevated RV resort experience. I wanted the visuals to communicate that Open Road Resorts was not just a place to park, but a dependable place to land in the middle of a larger adventure. That is where ideas like “luxury RV basecamp” and “coast to coast” came in. One emphasized quality and reset after a day outside. The other emphasized reliability across a wider travel journey.
I also brought amenities into the creative early. Open Road Resorts highlights features like playgrounds, pools, fire rings, bathhouses, pickleball, and other family-friendly conveniences across its properties, so it made sense to use those assets as proof points rather than leaving them buried on-site.
brand awareness
brand awareness
Once the audience had some awareness of the brand, the next step was creative that connected a specific property to a specific reason to book. That is where I started shaping more location-aware concepts. For Bayou Barataria, the creative leaned into proximity to New Orleans and the energy of that trip. For Red Rock RV Park, the message played off the pain of trying to secure a Yellowstone reservation and offered the resort as a smarter alternative nearby. Open Road Resorts itself highlights access to destinations like Yellowstone and Santa Fe as part of its value, so there was a clear strategic reason to connect place-based intent with the copy.
I also used a location-tag-inspired design treatment so the ads felt more native to the feed environment. That small UI cue helped the work feel more natural and believable, which mattered for travel creative that needed to earn trust quickly.
top of funnel
top of funnel
For remarketing, I shifted the focus to the likely blockers that stop someone from booking on their first visit. In some cases that meant reinforcing social proof with ratings, reviews, and guest quotes. In others, it meant reminding people of the amenities and overall experience they might not find elsewhere. The thinking was simple: once someone starts comparing options, the creative should help them remember why this stay felt more complete.
bottom of funnel
bottom of funnel
refinement
oh, we're not done yet.
This was one of those projects where the testing opportunity felt especially rich. Rather than showing one narrow creative route, I wanted to show a system that could learn over time.
One important test was motivational angle. Are most travelers responding to destination proximity, like being near Yellowstone or close to New Orleans, or are they more persuaded by what the resort itself offers once they get there? Those are two very different reasons to book, and each one opens up different creative directions.
destination proximity
resort amenities
Another useful test was sentiment. Travel planning can bring out both excitement and stress, especially when availability is tight or people are trying to coordinate a family trip. So I wanted to explore whether the stronger message was one that relieved friction, like avoiding the hassle of booking inside a national park, or one that amplified anticipation, like giving travelers a great place to unwind after a full day of adventure.
As with the other pitch pieces, I worked to make sure the strategy felt connected across awareness, prospecting, remarketing, and testing. The goal was never to show a few attractive ads in isolation. It was to show how the creative system could scale alongside the business as new locations were added.
negative sentiment
positive sentiment
takeaways
what I learned.
I learned a lot about why people like to visit different parts of the United States, which was so fun because I know why I like to visit certain areas and learning if others see what I see or something different. In the same regard, it also challenged me to not just default to my preferences for the outdoors and camping locations (which typically lean toward remoteness, views and proximity) and really challenge myself to think about why others might enjoy camping and RVing for totally different or opposite reasons than myself. It was also a really exciting ah-hah moment where I got to feel the little designer flame light up in me being able to design for a company that's in the space I adore, helping people get out there and explore.
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