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Outdoorsy, Edge of the Wild

The plan put the park back in RV park.

Client
Outdoorsy
Place
Bass Lake, California; Bayfield, Colorado; Stonewall, Texas

  • 3 of 3

    Properties open, bookable and reviewed

A worn paved road through the pines at the Bass Lake campground, with an RV parked on a bare dirt site beside it
Bass Lake, before

Outdoorsy was putting together three resort sites in three states, and all three needed to feel like one brand. One was a worn-out, 40-year-old RV campground at Yosemite’s southern gateway, with orange TV cables across the forest floor.

We walked all ten areas of that campground and logged what was broken and what was possible in each.

The Bass Lake property from above, split into ten numbered areas, beside three photos of the site
The ten areas

In Colorado, we sorted guests by what they come to do: river runners, trail trekkers, comfort campers, powder riders, game seekers and backcountry wheelers. In Texas, the plan laid out the stay in four steps, with a signature experience at each, like a welcome under a giant oak.

  1. ArriveA Hill Country Welcome
  2. StaySafari Campout in the Groves
  3. IndulgeSips & Dips at the Outpost Lounge
  4. RejuvenateNature Bathing on the Trail and Private Escapes on the Trail
The guest journey planned for Hill CountryRedrawn from the original

One brand, To the Edge of the Wild, ties the three together, with three stay tiers: do it yourself, do it with you and do it for you.

The Edge of the Wild board from the Outdoorsy plan: the big idea, its character, its purpose and six cornerstones on orange, beside photos of a desert moonrise, a boardwalk over a mountain marsh, a furnished safari tent and the Milky Way over boulders
To the Edge of the Wild
  1. RV Stopoverdo it yourself
  2. High-End Campoutdo it with you
  3. Nature En Luxedo it for you
Three stay tiersRedrawn from the original

The plans set out to make the land around each campsite worth spending time in. They came before the engineering at all three properties, and what opened grew out of them.

Completed at RVi.

See it

Next

The front of the Foote's Rest Sweet Shoppe in Frisco, a white clapboard building with red trim, an open sign and a clock

Foote’s Rest

A family’s living room, turned into the brand for a Marriott Tribute hotel in Frisco.