Sun RV Resorts came to Skidmore in the midst of a rapid expansion, purchasing and renovating RV and vacation resorts across the country. Recognizing the opportunity to reimagine and reposition the brand, we began down a path toward a new logo and website with a two-day experiential resort tour. Across many miles, we asked many questions. What makes a vacation property great? Who goes to an RV resort and why? What do RVers do? And how do they interact together when they’re on site? These questions are part of what we call Discovery, the first step in Design Thinking—our methodology that delivers outstanding results.
Throughout the process, we became RV resort enthusiasts ourselves. We sat on patios and drank beers with snow birds. We stuck our feet in the pools and learned all about Pickleball! But most importantly, we learned how people discover and select RV resorts. We learned what differentiates one resort from another, and why the management company really does matter to an RVer. It gave us the empathetic understanding that informed every strategy and design decision we made.
