Go Fast Campers
GFC is a camper company with big ideas. They make innovative truck toppers with integrated, pass-through roof top tents—designing and manufacturing in-house in Belgrade, Montana. In just a few short years, they’ve taken the overland industry by storm; and grew their production from 12 campers per week in 2021 to 48 per week in 2022. All while paying employees livable wages—a feat that’s almost unheard of in the contemporary US manufacturing industry.
I was hired as GFC’s first in-house creative director in order to communicate their vision for growth. Over the course of one year, I helped to identify and articulate their reason for existence; created brand guidelines; revamped their Shopify; developed and nurtured partnerships with ambassadors and compatriot companies; and pioneered customer experiences.
Web
With in-house creative, GFC was able to move fast—as the start-up and its products do—in order to make much-needed updates to its online presence.
Concept // Product Hero Pages + Configurator
GFC desired to create a custom website with a built-in product configurator. These concepts visualize what that could look like, responsive for both desktop and mobile.
Shopify
When I started, GFC’s Shopify website was in disarray—and it took four click throughs to add a product to the shopping cart. I created order and consistency out of chaos: redesigning the home page, hero product pages, accessory pages—writing copy for all; defining accessory photo styles; creating a new support page; and more. The result streamlined the buying process, while providing better and more information about the company and its products.
Social
Posts designed to defeat doomscrolling; and make people think. Act. Buy meaningfully. I wrote copy and produced accompanying art.
9/11
Leveraging a notable day and controversial imagery, we told a story about unity; and how GFC is empowering the proletariat. It went against the grain to become one of their most-engaged Instagram posts .
Check it out.
Go Slow Campers
As great as their products are, GFC had a bit of a PR problem surrounding their lead times—which were better than industry-standard—but perceived as being unacceptably long. We used that outlook as an opportunity to poke fun at ourselves, while communicating an important perspective on our manufacturing ethos. The approach resonated greatly with our followers and customers and helped to shift perceptions in a positive way.