Kinetic Elevates Jayco Floorplan Graphics
Rob Seas Content Strategist/Copywriter
During the past year, Kinetic worked to support the Jayco Family of Companies (JFOC) internal marketing team in a variety of ways, including strategic direction, SEO optimization and design support. Our aim from the start has been to work alongside the Jayco team as an extension and true turnkey partner for all their marketing and creative needs.
A Collaborative Partnership: Supporting the Jayco Family of Companies
The Jayco family of products includes the Jayco, Entegra Coach, Highland Ridge RV and Starcraft RV lines with a range of recreational vehicle styles that include fifth wheels, toy haulers, travel trailers and all three classes of motorhomes.
At the start of the year, our Jayco teammates asked if we could provide recommendations on better ways to update and manage the JFOC 2024 floorplan models as they were being designed and developed by the Jayco engineering team.
Enhancing Consistency and Overcoming the Challenge of Multiple Floorplans
Because of the depth of talent on our team, especially on our creative team, Kinetic was able to jump in immediately. The biggest challenge the JFOC team relayed to us as we kicked off this initiative was one that we hear often: consistency. With dozens of floorplans in development for the 2024 model year release, it was critical that Kinetic set the JFOC up for success with a consistent, reliable platform for this niche type of content management.
After carefully reviewing the specific needs and intended uses for the floorplans, our creative team developed a plan and workflow to move the content from the CorelDraw program format to Sketch, an all-in-one platform for digital design with collaborative design tools, prototyping and developer handoff features.
In addition, Kinetic developed an internal process to custom illustrate common features that appear across multiple floorplans. These custom illustrated features were reviewed internally, sent for client approval and, finally, incorporated into the various floorplans.
Streamingling the Workflow: A Strategic Approach to Format Migration and Approval Process
“This project really brought home the depth of talent on our graphic design team,” said Kinetic Senior Graphic Designer, Sam Fyfe. “We pulled our creative director, art director and two graphic designers into the process early on to tap our collective experience and brainstorm the most effective, efficient tools and process to get this work done on time and on budget, while still leaving the client with a much more workable long-term solution.”
The new process gave our JFOC teammates the ability to quickly and consistently manage future floorplan changes in a stable, easy-to-use, hosted environment. The large library of assets can be accessed from a single platform, allowing Jayco the flexibility to make wholesale changes to their floorplans quickly with ease.
Once the direction was set for the format migration, Kinetic developed unique processes to streamline the workflow from a strategic standpoint. To handle the detail involved in building dozens of individual architectural assets in a seamless way so they could be assembled for hundreds more custom floorplans, it was imperative that Kinetic implement a multi-step internal review and approval process before connecting face-to-face with JFOC brand managers to be sure we addressed every little shadow, color scheme and item nomenclature throughout this initiative.
“The amount of detail was intense, we had a looming deadline and the sheer number of floorplans was a challenge,” said Kinetic Senior Graphic Designer, Gabby Althoff. “It was tricky tracking edits and what stage in the process each floorplan was in. We made a huge Google spreadsheet where we were able to track all the details, including if edits were made, the status of the edits and whether the floorplan had been sent back to the client for approval or edits.”
Setting the Stage for Success: Preparing for Jayco’s Annual Homecoming Event
This initiative just wrapped up at the end of June, leaving the Jayco team plenty of time to prepare for the annual Jayco Homecoming event, which will be held in Las Vegas from August 6-9. This long-standing annual event allows Jayco to introduce new RV floorplans and models, connect with its dealers and garner valuable feedback.
“We are so incredibly grateful to be trusted with this integral piece of the JFOC marketing team’s initiatives for this year,” said Onna Cunningham, Kinetic’s Strategic Director. “We’re excited for Jayco’s launch of the 2024 models and the role we played in helping them organize and present all the floor plans associated with the release.”
It all began with a father-son fly-fishing trip at 16 years old, and Rob was hooked on Montana. Growing up in Annapolis, Maryland, it took a little while for him to make his way here for good. But in the meantime, he graduated from Syracuse University with a degree in Magazine Journalism, held a variety of editorial positions across the country and worked as a freelance web developer for companies large and small, ranging from startups to international corporations like Visa, The Nature Conservancy, and Levi Strauss & Co.
He still loves to fish – and hunt, work magic in the kitchen… and he’s an artist. All of this experience, worldliness and creativity means that Rob is an incredible Kinetic talent and invaluable asset to the team and our clients.Read more about Rob