Campminder Fall CampaignHomepage Brief
Details and preliminary direction for Groundwrk.
Fall Campaign
This is a communication brief for the new Campminder homepage at campminder.com.
The presentation concept is designed to mostly work inside the existing site. Same shell, same navigation, same interior pages.
The page presentation isn’t final. We're open to your perspective and want to produce the best homepage possible, even if it looks and feels different from this concept.
I took Campminder through strategy to set the direction for the fall campaign. That work produced the working session, the territory, a homepage wireframe, and the design concept in section 03.
The campaign covers more than the homepage. Groundwrk takes the page from here, and I'll be in the meetings as a consultant to Campminder.
The homepage has stayed static for a while. This fall, Campminder is shipping a host of new product features, including a new Registration flow, Campminder Intelligence, and the Ask Camp assistant inside Campanion.
Momentum. Campfront is a newer competitor that publishes constantly and reads as software built for a younger generation of camp directors.
Trust. Around 1,700 camps run on Campminder, most of them for years. That record is the strongest asset the page has and the hardest one for a newer platform to answer. We're only including content about live features that can be accessed today. We don't want to make any promises about future updates that haven't materialized.
Visitors to the Campminder website are typically camps shopping for a platform, and existing customers on their way to log in.
Territory
The territory is the conceptual foundation for every piece of communication in the campaign. It extends through the homepage, the sales conversation, the emails, and the social posts, so all of them tell one story.
This territory says that Campminder is one comprehensive platform covering every role at a camp, with the people and the intelligence behind it.
Unpack possible is the tagline for the campaign. Every claim and every statement should ladder up to that phrase.
One for all.
One platform for everyone your camp connects to.
Directors fill their camp. Staff get hired and show up ready. Parents register every kid in one pass. Registration, staffing, health, communication, and the business behind it all, with Campminder Intelligence running underneath and a camp success team that has your back.
Take the tour, or we’ll walk you through it.
Unpack possible.
The hierarchy is how different types of information combine across all of our communication channels.
- Homepage hero
- Conceptual foundation for email, social, sales
- Homepage camp success section
- Overall copywriting tone
- Sales conversations
- Homepage role and feature blocks
- Social and email positioning
Homepage
Everything under the hero is modular, so the order can change as we learn which features matter most.
We landed on three potential options for the homepage hero, with an approved preliminary design concept for the rest of the page.
The headlines and body copy on these pages are direction, not final copy.
The camp and the platform in one frame. The technology sits inside the camp environment. This window runs the whole page, so it scrolls.
A gradient that opens on the words, then the platform. The dashboard sits directly under the headline, so the range of what Campminder does is at the top of the page.
A gradient with the platform cropped into it. Pieces of the product run off the right edge instead of sitting in a frame. The row could slide to the left on scroll, so the longer someone stays on it the more of the platform they see.
UX requests
Set in working sessions with Campminder.
Guardrails
Set in working sessions with Campminder. The guardrails below are fixed. Everything else is open.
Assets
Campminder is responsible for supplying the assets below. Design can start without all of it, and we'll use placeholders where necessary until the real assets are delivered.
Product screens
Current screens for every feature the campaign names, captured at launch state rather than today’s build.
Camp photography
Camp photos with usage rights cleared.
Team photography
Individual portraits and working shots of actual Campminder staff.
Customer testimonials
Real quotes from long-tenure camps. Ideally we can get more than one.
Camp logos
Cleared marks for the proof wall.
Scale numbers
Confirmed figures for the proof points.
Font licenses
Spezia Narrow is the display typeface. General Sans is the reading face, including inside the product screens. Both need web licenses before launch.
Reference files
The thinking behind this brief, in the order it happened.
Working session
The session with Campminder. Competitor review, a walk through the current homepage, and the territory options on the table.
Territories
The territory options and the criteria behind them. One for all came out of this.
Message hierarchy
How the territory carries across the homepage, email, social, and the sales narrative.
Homepage v1
The first homepage design, built straight from the message hierarchy.
Homepage v2
The homepage after the review. The Campanion and intelligence sections, Campminded friends, rounded product screens, and a smaller sticky rail.
Design file v2
The homepage design in Figma. Layout, type, spacing, and the hero options.