Jayco: A Decade of Campaigns for “America’s Most Liveable RVs”

Role: Art Director, HuebnerPetersen (agency)
Client: Jayco, an RV manufacturer
When: 2003–2009

Introduction

Jayco — “America’s Most Liveable RVs” — was a flagship client during my five-plus years as Art Director at the agency HuebnerPetersen. For the better part of a decade I helped shape how Jayco looked to the world: the yearly campaigns, the product photography, the websites, and the behind-the-scenes tools that kept an entire national dealer network on-brand. It was the kind of long, deep client relationship where you stop being a vendor and become a steward of the brand.

1. Yearly Campaigns

A fresh story every model year

Every model year brought a new campaign, and I designed them end to end — brochures, advertisements, themes, and photography — across Jayco’s full lineup of travel trailers, fifth wheels, and motorhomes (Jay Flight, Jay Feather, Jay Series, Eagle, and more). The connective tissue was always the same promise — liveable, family-friendly RVs — expressed through warm lifestyle photography and a clean, confident system that scaled from a pop-up campers to Class C motorhomes.

2. Art-Directing the Photography

Making an RV feel like freedom

A huge part of the role was art direction: guiding photographers and overseeing product photo shoots to make a 30-foot trailer look like an invitation to the open road. The goal of every shot was the feeling, not the spec sheet — sunlight, big skies, the sense of a trip about to begin.

3. Websites for Jayco and Its Dealers

One brand, a whole network

I created websites for Jayco and for many of the dealers in their network — extending the brand from corporate down to the local lot. The Jayco site organized a large, complex product line (camping trailers, lite-weight, fifth wheels, motorhomes, toy haulers) into something a family could browse and shop, with brochure requests, dealer locators, and model details all on-brand.

4. Tools for the Dealer Network

Keeping hundreds of dealers on-brand

Sustaining a brand across an entire dealer network is its own design problem. I built tools for Jayco’s dealers — on-demand printing, photo libraries, and dealer resource portals — so every dealer could produce on-brand materials without reinventing them. The annual “Communication Planner” cds packaged approved photography, floorplans, logos, and press releases and put them directly in dealers’ hands, keeping the whole network consistent year over year.

Conclusion

Jayco was where I learned what it means to carry a brand over the long haul — not a single launch, but a decade of model years, a sprawling product line, and a national dealer network all kept coherent. Designing the campaigns, directing the photography, building the websites, and equipping the dealers added up to one job: making sure that wherever you met Jayco, it felt like the same trustworthy, liveable brand.