Campfield
Brand Experience
THE CHALLENGE
Bring Japanese-style open-space, communal camping to the US
Snow Peak, an upscale Japanese outdoor brand, decided to open a one-of-a-kind campground experience in Long Beach, Washington. They engaged INDUSTRY to build a website that encapsulated the experience, replete with Japanese elements unique to Snow Peak.
THE INSIGHT
Camping should be for everyone
The main principle of Campfield was egalitarianism–camping should be accessible to all; whether already outfitted with a tent, sleeping bag, takibi (grill), or interested in sleeping outdoors for the first time, Campfield would offer options for all types of campers and experience levels. Furthermore, Campfield must include Japanese elements of camping, such as an open-air campground, community-building activities, and an Ofuro (spa).
THE RESULT
Reconnecting through the rhythms of nature
We designed a democratized camping experience that allowed anyone the opportunity to experience the beauty and wonder of the outdoors. Appealing to both Pacific Northwest and global consumers alike, Campfield was built to attract both Snow Peak fanatics and those unfamiliar with the brand who simply wanted to experience the beauty of Long Beach. Upon opening, the results were clear: Campfield has been ranked in Time’s top 100 places to visit.
Our Process:
We built the entire Campfield experiential digital ecosystem and booking platform from scratch, starting with a competitive audit, content and consumer analysis, then constructing UX wireframes to outline the site pages and user experience, always with community in mind. Working with a UX/UI designer, we translated these wireframes to a site mockup.
We then mapped out the expression of the Campfield experience.
Our site goal:
We’re going to inspire others to reconnect with the rhythms of nature by providing inspiring and informative content that makes Snow Peakers and Active Campers feel energized by nature and included and supported so that they can book a unique Campfield experience and enjoy the benefits of Snow Peak products.
With our consumer, site direction, and voice and tone established, we built out UX wireframes to construct the site outline. Once completed, the designer and developers took over, creating a fully functional site that’s live today.
Work in collaboration with INDUSTRY
