A well-defined application timeline highlights each stage of the process, helping users quickly understand requirements, key milestones, and next steps without feeling overwhelmed.
Mobile-first website redesign, Webflow development, and a refreshed brand identity.
Project Type
Brand refresh, End-to-end website design and Webflow development.
Role
Sole designer and Webflow developer, responsible for branding, mobile-first design, site build, and CMS integration.
Tools
Figma, Webflow, Webflow CMS, Illustrator, Hubspot.
Summary
AmeriCamp’s previous website lacked key information, leading to unnecessary enquiries for the sales team. The aim of this project was to refresh the brand and redesign the website with a mobile-first approach, making content clearer, richer, and easier to navigate.
As the sole designer and developer, I led the redesign and Webflow build from concept to launch. The new site features expanded information pages, explainer graphics, richer media, and a dedicated help centre with videos — all supported by a scalable CMS for easy updates.
The result is a content-rich, mobile-friendly website that better informs users, showcases AmeriCamp’s fun and adventurous identity, and strengthens the brand’s presence across all devices.
Information, Made Easy
AmeriCamp offers a lot for prospective applicants, but the previous website didn’t provide enough detail, leaving users unsure and often turning to the sales team for answers. The goal of this redesign was to put user experience first, giving visitors all the information they need in a clear, engaging, and easy-to-navigate way.
The problem
Key details about the application process, camp life, costs, and requirements were missing or hard to find. Without a clear structure or dedicated resources, users struggled to understand timelines, typical daily activities, or what to expect, which created friction and uncertainty.
Reimagining the experience
To tackle this, I built a suite of new content-rich pages: a step-by-step application process with timeline, a requirements page, a “Typical Day at Camp” overview, and a costs page with a full breakdown. I also created a dedicated FAQ help centre addressing the most common questions, supplemented with helpful videos throughout the site. All content is structured to be scannable, visually engaging, and easy to digest.
The result is a mobile-first, content-rich website that empowers users with the information they need, reduces uncertainty, and supports confident decision-making, while reflecting AmeriCamp’s fun and adventurous personality.
Application Steps, Clearly Explained
Payment Options, Made Clear
The payment breakdown is presented in clear, scannable blocks, giving users an instant understanding of their available payment options. Key savings are highlighted upfront, while well-placed CTAs guide users toward the next step at natural decision points.
CTAs Designed to Guide
FAQ Video Cards
FAQ video cards provide quick, visual answers to common questions, improving clarity and user confidence.
Full Brand Identity & Usage Guidelines
I created comprehensive brand guidelines to ensure the AmeriCamp identity is communicated clearly and consistently across all touchpoints. Working closely with the full team, I gathered input and aligned on the brand’s core ethos, personality, and values to make sure the guidelines truly reflected who AmeriCamp is.
From there, I developed a cohesive visual system, covering logo usage, colour, typography, and tone of voice—designed to be both practical and easy to apply. The result is a clear, collaborative brand framework that helps the team to communicate who AmeriCamp is with confidence and consistency.
Designing for Every Touchpoint
Alongside the brand refresh, I extended the new identity across a wide range of formats to ensure consistency at every stage of the AmeriCamps experience. This included redesigning marketing and operations email templates to support clearer workflows, as well as creating assets for digital ad campaigns. I also designed for print and event use.
