Entering into its 90th edition, the North American Campground Guide is an annually published guide for nearly 12,000 private RV parks, public campgrounds and services across the U.S. and Canada.
In 2023, my team began overseeing the production of this 900+ page guide, which serves as both a B2B sales tool for campgrounds and a B2C service for RV and outdoor enthusiasts.
This project spans almost the entirety of a year, and serves as a perfect example of cross-departmental collaboration, involving Content, UI/UX, Sales, Data Analytics and Design teams. Overseeing the design team from a project management standpoint, as well as personally aiding in the print production of the book, my team develops and updates over 600 ad placements for campgrounds, designs section templates and implements across each state and territory, and preps files for print. In addition to the guide's production, I oversee the design of marketing collateral to support the sale of the book, including emails and retail signage.
The 2024 edition of the guide began incorporating the new Good Sam branding into the design, and streamlining of design approach.
In 2020, the Good Sam design team was tasked with providing an update to the branding. Making slight adjustments to the logo mark, introducing new fonts, expanding the color palette, and incorporating fresh design elements, the updated branding was rolled out in 2021 across print, digital and retail channels.
Additionally, we implemented quarterly moodboards to align all the businesses and utilize seasonal visuals that laddered back to the brand.
Mini Career Kit
When this product was designed in 2020, women were still only making 80 cents to the dollar. With Pinch Provisions being a company founded and led by women, we aimed to create a kit that gave women a little edge in the workplace.
We partnered with Ladies Get Paid, who provides women with the tools, resources, and community they need to secure a future on their own terms and succeed in their careers to develop the Mini Career Kit. Working with both teams, I designed the packaging to mimic a bank to drive home the idea that women should get paid what they deserve.
Digital Detox Kit
Pinch Provisions is a personal care company that drew cult-like love when they released their iconic Minimergency Kit over 14 years ago. Since then, the company has evolved beyond their classic kit to include poignant lifestyle kits with a tongue in cheek attitude.
My time at Pinch has included developing kits from brainstorming to packaging design through marketing them to the masses. You can find my kits and the rest of the Pinch assortment in stores like Paper Source, Anthropologie, American Eagle and more.
The Digital Detox Kit was created to reduce the amount of time we each spend on our phones, with essentials targeted at doing just that. Along with our product manager, I developed this new packaging form (for Pinch), selected new items for the kit and designed packaging to reflect the feeling of a typical phone unboxing.
Got Your Back, Pack Kit
The Got Your Back, Pack Kit was aimed to be a refresh of a sold out Pinch Provisions’ locker kit, targeted at a younger demographic. With the team, I selected fabric for the kit and designed a package that riffed off the shape of a backpack to drive home the purpose of the kit.
Pinch Provisions’ Partnerships
On occasion, Pinch Provisions has the opportunity to provide other brands with customized solutions for a variety of reasons. I’ve had the opportunity to work closely with brands like Nuuly (of Urbn Brands) and Shopbop to design a co-branded kit as rewards for their loyal customers. Working within budgets and respective brand standards, I helped strategize kit uses, contents and designed packaging solutions for each kit form.
Paper Source Branding
To make the in store shopping experience easier for customers, the Visual Merchandizing and Marketing teams at Paper Source aimed to create store-in-store shops that categorized and merchandized the most popular products together.
As these store-in-store experiences were rolled out throughout my time at Paper Source, my role each time was to create branding for each concept that would translate nicely into many formats like store signage, email and catalog. This included selecting primary and secondary color palettes for each experience and building out alternative use logos. While we wanted to make each brand relate closely back to the Paper Source brand as a whole, it was my goal to make sure they all worked cohesively with each other in the store-in-store world, as many would be sitting near each other in Paper Source locations. The template and hierarchy I established for store-in-store branding has since been used to roll out other experiences at Paper Source.
Waste Not Paper B2B Catalogs
Serving as Paper Source's wholesale division for over 15 years, Waste Not Paper aims to scale their purchasing to offer a distinct assortment at great prices.
As WNP's design partner, it was my duty to work with them to create collateral for their sales reps and clients that show the breadth of their offering. The biggest sales tool I provided them with was a seasonal, wholesale catalog that comes out 6x a year with new assortments. Working with the WNP team, our photographer, retoucher and print vendor, I was able to art direct, photo style and lay out each catalog that were produced to showcase new products.
Passport to Summer Campaign
Aiming to engage customers all summer long, my team at Paper Source developed a campaign called Passport to Summer. The goal of the campaign was to encourage repeat visits and engagement with our store associates and products.
My role with the campaign included developing the creative and completing a 360 experience for customers in stores, through their email and on social media. This included designing an in store passport for customers to get stamped upon completion of activities, working with Visual Merchandising on store signage to explain the activation, ideating and coding emails to drive store traffic, and working with our Photographer and Content Strategist to produce relevant imagery to support all efforts on our social channels.
Radio Flyer Packaging
Going through a brand refresh, Radio Flyer planned to update their packaging to make a more cohesive brand statement while on shelves.
My time at Radio Flyer included involvement in the development and implementation of the initial roll out of updates to packaging, ranging from wagons to scooters to trikes. While participating in final critiques of the design direction, I became involved in the reshooting of products with updated imagery. Within this process, I helped manage models on set, made image selects and worked with our retoucher to create finalized package imagery. Finally, I implemented the changes in each package template and worked with our overseas partners to get new packages printed and assembled.
Radio Flyer Birthday Club
As a classic brand, Radio Flyer wanted to refresh their website, and add content for their fans to not only use, but also to be inspired by. With this concept, a Birthday Club page was developed.
Creating content that could be downloaded, printed, and used to host a Radio Flyer themed birthday party of their own, my work continued to encourage outdoor play and imagination. While the original Radio Flyer Red party was already designed, it needed to be prepared as downloadable content with directions. Content available for download include invitations in 3 different sizes, cupcake toppers, food signs, birthday banners, games, and other challenges for party goers.
Bespoke Invitations
As a hobby, it’s been an honor for me to design custom invitation suites to mark momentous celebrations for my clients. Working collaboratively, I create cohesive pieces, typically layering in texture and color, that evoke the feeling of the party to come. These custom invitations have largely been commissioned by brides-to-be but have spanned to baby showers, engagement parties and more.
Photos compliments of Jill Tiongco Photography and Kate Spencer Photos.
