Making conscious camping
a beautiful part of Australia.
Brand Activations, Communication Design and Business Strategy
Bec Nally, Creative Director
Jason Rohmursanto, Designer
Stephanie and Doron Francis, Founders and Directors
Ongoing since 2016
Homecamp has been successful in finding the sweet‑spot between traditional outdoor brand and lifestyle; centring the stories of their customers and influencing the narrative of design-oriented media outlets to promote camping as a lifestyle experience; no longer just for the utility-oriented outdoorsy types.
Public Journal’s initial engagement with Homecamp was for a series of brand activities in the lead up to the summer of 2016–2017. These activities were developed in tandem with the couple’s events brand Under Sky, which was promoting a unique camping hotel experience within Mount Zero Olive Grove in Gariwerd / Grampians.
The beautiful setting for the pop-up hotel was thoughtfully designed to tread lightly on Gariwerd Country, with custom-built sustainable toilets, seasonal and local produce cooked onsite and a range of activities that encouraged a conscious appreciation of the local land and wildlife.
The summer of 2016–2017 was a successful year for the business and Homecamp continued to expand their reach with a number of brand activities in 2017, with enough content and influence to secure a book deal with Hardie Grant and release the publication just before the following summer. Public Journal continued to work with Steph and Doron over the years, advising on design details and support the brand’s social awareness and narrative.
After successfully setting up camp in Australia, with year on year growth, Homecamp were looking to mature their outlook and plan their venture into the US market.
Public Journal worked closely with Steph and Doron to develop a business facing narrative that communicated the core elements of the local brand and outlined a carefully considered ‘organic growth’ strategy.
As we worked with Steph and Doron to communicate the articulations of the business, Public Journal considered how Homecamp customers are encouraged to explore the land and waters of the unceded lands across Australia, and how aligned core values such as sustainability and wellness could be further communicated as part of this brand experience.
To highlight this as a conscious brand activity, illustrative assets were drawn based on modern routes alongside what continues to be important songlines for First Nations peoples — with stories to navigate Anangu Pitjantjatjara Yankunyjatjara in the north, Countries across the Nullarbor and along coastal and river Countries in the east and south. The aim of this line work was not to draw the songlines themselves, as these oral maps are not ours to draw, but to acknowledge their existence and render the brand’s trail to encourage care and awareness.
Public Journal also developed a series of refined visual assets — customised illustrations, tailored iconography and carefully curated photography to house the business facing narrative.
This activity enabled Homecamp to consider the conscious consumerism of their local market and the mutual brand values that their current Australian customer base had helped to shape.
Public Journal have been proud to partner with Homecamp over the years, as their brand has matured with a conscious market segmentation of Australians who are willing to learn about living sustainably and acknowledging where they are.