Dark Skyz RVing rents high-quality camper trailers to adventure-seekers online. The name refers to the Dark Sky movement—protecting public and private land from light pollution.
By renting a Dark Skyz RV, customers get the opportunity to access remote areas of the country and experience the starry night sky.
Through our discovery call with the owners, Jeff and Joan, we uncovered three main pain points:
To solve the client's pain points, we:
Before rubber meets the road (so to speak), we began our brand identity project by conducting discovery meetings.
We helped Jeff and Joan answer questions that uncovered what makes their company unique, who their target market is, and built a strategy to guide the process.
Next, we curated, presented, and discussed moodboards with the client. This helped identify the essence of the brand by gathering their input, surfacing insights, and aligning on a design direction together.
Both the "Dark Skies" concept and the adventurous nature of the company's plan to help customers access the natural world gave us a lot of ideas to start brainstorming.
When we begin to design a logo, we start with a lot of quick sketches to encourage creativity and efficiently explore many different ideas.
Then we work internally to create a refined concept (or concepts, in some cases) to review with the client.
We undertake a collaborative creative and design process alongside our client. Through regular meetings to review the design process together, we uncovered insights and aligned on the final approved primary logo design.
Once the primary logo design was approved, we expanded the brand identity to include alternate variations of the logo. Each one helps to accommodate the wide variety of applications and constraints that logos occupy in today's world.
Our logo and brand identity packages include the brand’s visible elements, which include the color palette, brand typefaces, usage guides (safe margins, sizing guide, incorrect usage), and image file explanations.
These guidelines help both the client and any of their vendors or partners in the future work with and display the Dark Skyz RVing brand identity consistently, effectively, and professionally so that it has the best impact on current and potential customers.
With the new Dark Skyz RVing brand identity in place, we began to design and develop their website.
We met with the clients to discuss the functional needs of the website and determine what it should to do for the people who visit it.
We first created a sitemap to make sure all pages and hierarchy are accounted for.
We then worked with the client to determine content and goals of each page along with a couple user flows—how the user can accomplish each goal in as few steps as possible.
The next step was to design the website's visual user interface. This stage includes buttons, colors, photos, illustrations, icons, typography, and layout.
We illustrated a custom hero image for the brand to display first on the website and later in other brand extensions.
To showcase the personal touches of each vehicle in the Dark Skyz RV fleet, we also illustrated representations of each to help customers choose their ideal camping experience.
We integrated the custom illustrations, logo, and brand identity guidelines throughout the design of the website.
We develop our clients' websites in Webflow, allowing us better control of the final design and quicker turnaround to market. We make sure it functions as desired along with setting up analytics and search engine optimization (SEO), ensuring the design is responsive, accessible, and optimized for viewing on mobile devices and then publish it live to the world.
We train and empower our clients to be able to make updates on their own and in their own time access to their new website's Content Management System (CMS).
We designed several projects using the new Dark Skyz RVing brand identity that extend the visual theme to a variety of applications