Cascadia Vehicle Tents.
Bringing overlanding to all.
For years CVT, like many outdoor brands, relied on a core audience of hard-core overlanders, relying on their well-designed and manufactured tents combined with off-the-charts enthusiasm and stellar customer service to become the pinnacle brand in rooftop tents. But they needed a site that could introduce a growing audience of affluent weekend warriors who were only marginally aware of overlanding.
Responsible for:StrategyUX/UIDesignDevelopmentProduct
A new brand language.
As the Executive Creative Director of Fort West, I led our team to streamline the brand's visual and technical language. Product and series iconography were developed that were placed on all materials including the tents themselves. New brand signage was developed for their flagship store in Bend, OR, and the logo itself was refined. Language was on-brand and concise, organized in a way that mirrored the showroom floor sales pitch.
Clean and sleek sells.
Backed by a stark white canvas, we designed the experience for visual simplicity, allowing the user to become immersed in the experience of customizing the product, viewing it a 3D space and learning about the premium touches CVT includes in both their Pioneer and Summit lines of tents. Each one of their "build" pages funneled images from CVT's Instagram account so that users could see how others configured and mounted tents onto their vehicles.
Will it fit?
Since overlanding is centered around a vehicle, we developed the site and experience similar to that of a premium car site, using the tent as one of may accessories you could add to your vehicle. By doing this, we could show how the CVT family of tents ranged from small to extra-large, providing a range of options for a variety of vehicles. And, by creating their entire lineup of tents, trailers and awnings in 3D, every possible combination on any vehicle could be shown. Have a Mini Cooper Countryman and you want a Bachelor, with an annex in green? Click, there it is.
Credits.
Chase Farrell // Chris Fedorzak // Rebecca Alexander
