Generations in the Wild.
Outdoorsy’s first independent research of the U.S. RVing family. This report explores the profile, motivations, aspirations, and benefits that RV travel brings American families across four generations. Research conducted by Cairn Consulting Group, Commissioned by Outdoorsy, and fully designed by me with Creative Direction from Neil Robinson.
ROLES I PLAYED:
Report Branding | Art Direction | Report and Data Design
Landing Page Design | Social Media Design
Report Branding
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A balance of type that has a sense of nostalgia and playfulness meant to appeal to all generations.
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The base palette was Outdoorsy brand colors that we then expanded on to add a bit more contrast and brightness throughout to report.
Art Direction
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I used Midjourney to create some of the key visuals to provide a distinct style for the cover and supplemental pages.
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On a short deadline there was no time for a photoshoot so we developed a curated library of images using free and purchased stock imagery to create a cohesive look and feel that also complimented the color palette as much as possible.
Report Design
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While going through the content of the report it became clear to me that even though the ask was to create a report designed for on-screen viewing, navigation was going to be important. The navigation design was meant to sit back but also be clickable so a reader can click ahead to any section easily while reading.
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Making data easily digestible was another key element to this report. While some charts have to stay dense, I found others could be redesigned in a way that made them feel in unison with the report content to make the report as a whole not feel too overwhelming.
Using AI to create compelling and sharable images on a tight deadline.
Inspired by the concept of four generations loving and enjoying camping in different ways, and in different vehicles - I was reminded of ‘Where’s Waldo’ illustrations where the scene is set by an overcrowded composition with a little something for everyone and hidden moments of surprise and delight. To bring these concepts together quickly, I used Midjourney and a little bit of Photoshopping.
Divider styling that was consistent throughout the report, including clickable navigation.
Generation summaries
Graph styling to also serve as section introductions
Smaller charts and more AI driven illustration to add to the character of the report
Example of data-heavy charts
Example of data-heavy spread
Social Promotion
From highlighting certain stats to spark discussions on LinkedIn to filming some interviews with real customers while at Field Marketing events, we used our social channels to help promote the report to the Outdoor Industry and community as a way to inspire others to keep the conversation going.
Work done in partnership with Outdoorsy’s Social Media Manager, Molly Phannenstiel.
