We design and build RV Parks designed and located for long-term living. If you want to tow your RV and go to the beach, that's not us. We are located close to amenities (like shopping and restaurants) and also strive to be close to big and medium cities. Some folks need to commute closer in for work. Sometimes both people work! Close to public transit is important.
We appeal to multiple audiences...
1) People who own an RV and wish to stay long-term in one of our parks. Our demographic is: (1) 90% likely to be a married couple with no children living at home; (2) 100% likely to be cost conscious; (3) 70% likely to value spending time outdoors; (4) 60% likely to employed (one or both residents). RV Parks are for both recreational vehicles (such as 30-40 foot long living trailers with full kitchens and bathrooms) and "tiny homes", a newer movement.
"Tiny homes" are generally about 400 square feet (40 sq meters) and smaller...Often they can be towed in to a park and placed to be more permanent.
Our theme is more 'home' and 'community', not camping!
RV Park is the legal category of our project, and the audience is tuned to find us that way, so it is important. But thematically, we are not the classic RV park with camping located near the national monuments or beaches.
We encourage more thematic focus on home, *place*, community, and the paradoxical concept of having a RV or moveable home that is temporarily (for 2-5 years) rooted in one place. We are that place!
Said another way entirely, more succinctly -- most RV parks cater to campers who are taking a vacation. Our parks are located closer to large cities and cater for people opting in to a different housing option, possibly even thought of a different lifestyle. This choice is associated with the notion of freedom and independence. Some of our residents are fully-employed, but they expect to be relocated by their employers every 1-2 years to move to the next location.
The purpose of this branding campaign is to use imagery, color, and design to embody the values that our audience aspires to (offering them a safe, beautiful place to live, available at a lower cost, and at the same time not tying them down to something too permanent). Later, we may re-brand to something closer to "Agile Living". Therefore, any use of the word "PARK" in the design should be easily replaceable with "LIVING"
The following comments relate to the dimensions we selected on the sliders, and more thought that went into why those ends of the spectrum were selected...
For DESIGN INSPIRATION - we selected those presented by the website to show that the logo itself should embody the feeling. The words are ancillary to the imagery and should not be integrated into the image.
For VISUAL STYLE - our offering is an alternative to the purchase of a home, or the rental of a home or apartment. Not sure if the colors selected are the most appropriate. The color palette should be consistent with those of highly successful US home builders, such as Pulte, Lennar, Toll Brothers, etc.
For STYLE ATTRIBUTES - We believe that much of our audience is more mature (not necessary over 55, as mentioned earlier, some are simply transient workers who are in the 30's or 40's). However, we also believe there is an addressable audience of people in the 30's who would happily choose this style of living.