1. Pitch
2. Research
3. Competition
4. Insights
5. Exploration
6. Direction
7. Building The Brand
8. Product
9. Business Model
10. Presentation
Bibliography
©2025 Roam On
Roam On is a platform designed to help new vanlifers confidently start their journey on the road. Through expert guides, curated resources, and a growing community, Roam On makes the transition to vanlife less overwhelming and more accessible for everyone.
At its heart, Roam On is about empowering people to embrace adventure — not just dream about it. We believe that vanlife can be sustainable, freeing, and fulfilling, and we’re here to help make that dream a reality.
Building Roam On began with research. I created and distributed surveys, conducted interviews with vanlifers at different stages of their journeys, and analyzed existing platforms in the travel and outdoor space.
I developed detailed personas to better understand different user needs. From seasoned road warriors to wide-eyed beginners, the research revealed critical pain points and aspirations — insights that deeply shaped the platform’s focus and design.
While many vanlife platforms exist, most fall into two categories: Outdated influencer blogs that lack design, structure, and relevance, or scattered resource hubs that offer loads of information with no clear path forward. For beginners, these options can feel chaotic and discouraging — a maze of tabs, ads, and unorganized content that doesn’t reflect the spirit or diversity of the vanlife community.
Roam On fills the gap by combining structure with soul. We prioritize good design, thoughtful education, and real community — creating an experience that’s clear, welcoming, and actually helpful for those just starting out.
Research revealed three key insights that shaped Roam On. These insights became the foundation for Roam On’s products, content, and community strategy.
Roam On’s identity wasn’t built overnight. I explored countless brand names, directions, and positioning strategies before finding the right fit. In the early stages, I considered names rooted in mythology, travel, and adventure—seeking something that felt both timeless and bold.
I experimented with taglines, moodboards, and impact statements, always returning to the heart of the brand: empowering people to take their first steps into vanlife with confidence and clarity. I mapped out future user journeys to ensure every touchpoint would feel intuitive and intentional. I also gathered feedback from peers and potential users at each stage to test tone, clarity, and emotional resonance.
Each round of exploration brought me closer to a brand that not only feels adventurous and welcoming, but also reflects the real needs of its audience. Roam On was designed with this community in mind—not just to look good, but to genuinely support, represent, and inspire the people it's built for.
Roam On originally began as a concept for an app that would help vanlifers find essentials on the road — things like parking, water, and safe overnight spots. While several tools already exist for these needs, I realized through research that none fully deliver a comprehensive, community-driven experience. It’s still a space with room for innovation — and one Roam On could grow into down the line.
But for the starting point, I chose to focus on something even more foundational: education and community for beginners. I found that people new to vanlife often feel overwhelmed and unsupported, with resources scattered across the internet and few platforms designed specifically for them.
By beginning with clear guidance, shared stories, and human connection, Roam On lays the groundwork for a truly holistic vanlife platform — one that can evolve over time while staying rooted in what people actually need.
Creating the brand for Roam On meant crafting an identity that felt just as grounded as it is adventurous. The name itself captures the spirit of movement, possibility, and resilience. It’s about more than traveling from place to place — it’s about embracing the journey, wherever it leads, and continuing forward with confidence. The visual identity was designed to reflect that same ethos.
First I started with naming and logo exploration to help better understand what the brand might look like. I started with the name Ready to Roam, but after lots of feedback and researched decided Roam On was a better fit. This lead to four main logo directions that I tested for best fit.
The logo is simple yet bold, built to feel timeless and adaptable across digital platforms, physical products, and everyday adventures.
The color palette is inspired by natural landscapes — deep greens, sandy neutrals, and warm oranges — evoking open roads, desert sunsets, and the grounded beauty of life outdoors.
The typography blends modern simplicity with old-school charm, referencing vintage field guides, national park signage, and classic travel ephemera — grounding the brand in a sense of nostalgia and exploration.
Together, these elements form a brand that is warm, trustworthy, and rooted in purpose. Through every touchpoint — from logo marks to tone of voice — Roam On invites users to feel inspired, supported, and at home, even while on the move.