Campo
Live in the City. Adventure Outdoors.
Launch (closed March 2020)
Overview
Campo was born from a simple insight: the best outdoor adventures require time, gear, and local knowledge—barriers for most urbanites. As co-founder and Head of Design, I built a brand and platform that made nature more accessible to thousands of New Yorkers. From digital presence to physical experience, I led concept, web, visual design, marketing, and service delivery for our community-driven outdoor company.
Role
Co-founder, Head of Design
- Product design
- Web & brand
- Service design
- Community building
- Hospitality
- Marketing
Team
Co-founder, CEO
Marketing
Local Hosts
The Problem
Getting outdoors shouldn’t be so hard.
Planning a weekend escape from the city required hours of logistics, gear wrangling, and insider knowledge—none of which our friends had.
We saw an opportunity to design a more frictionless path from city life to wild adventure.
Opportunity
We saw an opportunity to design a more frictionless path from city life to wild adventure.
Highlights
- Community-first content
We started on Instagram, building trust by sharing curated local hikes, canoe routes, and camp-ready locations within 3 hours of NYC. Each post included detailed logistics, gear recs, and approachable inspiration.
- Pilot experience
We launched a 10-week pop-up campsite in the Catskills. I designed the entire experience—web presence, booking flows, campsite layout, gear kits, and camp kitchen. We hosted 200+ New Yorkers that summer, many camping for the first time.
- Service ecosystem
We expanded our offering with guided trips, gear rentals, and partnerships with local adventurers and small businesses. I led the design of booking flows, gear kits, email communications, and physical signage—translating trust built online into seamless IRL experiences.
Outcomes
3,000+
Community of NYC outdoor enthusiasts
200+
Hikes & Adventures led by locals
80%
Occupancy in Y1
5.0 ★
35+ Reviews
Reflection
Building Campo taught me the power of designing experiences that span both screen and soil. I learned how to translate trust from a digital brand into real-world logistics, hospitality, and community.
I also experienced the complexity of service design first-hand—every detail mattered, from email flows to tarp layouts. Designing something people physically step into gave me a deeper appreciation for friction, clarity, and tone.
Most of all, Campo reinforced that great design is an invitation—to explore, connect, and feel at home in something new.
Other Projects
CONTACT
caroline.lukins@gmail.com
SOCIAL
Site developed by Caroline Lukins 2025
Campo
Live in the City. Adventure Outdoors.
Launch (closed March 2020)
Overview
Campo was born from a simple insight: the best outdoor adventures require time, gear, and local knowledge—barriers for most urbanites. As co-founder and Head of Design, I built a brand and platform that made nature more accessible to thousands of New Yorkers. From digital presence to physical experience, I led concept, web, visual design, marketing, and service delivery for our community-driven outdoor company.
Role
Co-founder, Head of Design
- Product design
- Web & brand
- Service design
- Community building
- Hospitality
- Marketing
Team
Co-founder, CEO
Marketing
Local Hosts
The Problem
Getting outdoors shouldn’t be so hard.
Planning a weekend escape from the city required hours of logistics, gear wrangling, and insider knowledge—none of which our friends had.
We saw an opportunity to design a more frictionless path from city life to wild adventure.
Opportunity
We saw an opportunity to design a more frictionless path from city life to wild adventure.
Highlights
- Community-first content
We started on Instagram, building trust by sharing curated local hikes, canoe routes, and camp-ready locations within 3 hours of NYC. Each post included detailed logistics, gear recs, and approachable inspiration.
- Pilot experience
We launched a 10-week pop-up campsite in the Catskills. I designed the entire experience—web presence, booking flows, campsite layout, gear kits, and camp kitchen. We hosted 200+ New Yorkers that summer, many camping for the first time.
- Service ecosystem
We expanded our offering with guided trips, gear rentals, and partnerships with local adventurers and small businesses. I led the design of booking flows, gear kits, email communications, and physical signage—translating trust built online into seamless IRL experiences.
Outcomes
3,000+
Community of NYC outdoor enthusiasts
200+
Hikes & Adventures led by locals
80%
Occupancy in Y1
5.0 ★
35+ Reviews
Reflection
Building Campo taught me the power of designing experiences that span both screen and soil. I learned how to translate trust from a digital brand into real-world logistics, hospitality, and community.
I also experienced the complexity of service design first-hand—every detail mattered, from email flows to tarp layouts. Designing something people physically step into gave me a deeper appreciation for friction, clarity, and tone.
Most of all, Campo reinforced that great design is an invitation—to explore, connect, and feel at home in something new.
Other Projects
CONTACT
caroline.lukins@gmail.com
SOCIAL
Site developed by Caroline Lukins 2025
Campo
Live in the City. Adventure Outdoors.
Launch (closed March 2020)
Overview
Campo was born from a simple insight: the best outdoor adventures require time, gear, and local knowledge—barriers for most urbanites. As co-founder and Head of Design, I built a brand and platform that made nature more accessible to thousands of New Yorkers. From digital presence to physical experience, I led concept, web, visual design, marketing, and service delivery for our community-driven outdoor company.
Role
Co-founder, Head of Design
- Product design
- Web & brand
- Service design
- Community building
- Hospitality
- Marketing
Team
Co-founder, CEO
Marketing
Local Hosts
The Problem
Getting outdoors shouldn’t be so hard.
Planning a weekend escape from the city required hours of logistics, gear wrangling, and insider knowledge—none of which most New Yorkers have.
Opportunity
We saw an opportunity to design a more frictionless path from city life to wild adventure.
Highlights
- Community-first content
We started on Instagram, building trust by sharing curated local hikes, canoe routes, and camp-ready locations within 3 hours of NYC. Each post included detailed logistics, gear recs, and approachable inspiration.
- Pilot experience
We launched a 10-week pop-up campsite in the Catskills. I designed the entire experience—web presence, booking flows, campsite layout, gear kits, and camp kitchen. We hosted 200+ New Yorkers that summer, many camping for the first time.
- Service ecosystem
We expanded our offering with guided trips, gear rentals, and partnerships with local adventurers and small businesses. I led the design of booking flows, gear kits, email communications, and physical signage—translating trust built online into seamless IRL experiences.
Outcomes
3,000+
Community of NYC outdoor enthusiasts
200+
Hikes & Adventures led by locals
80%
Occupancy in Y1
5.0 ★
35+ Reviews
Reflection
Building Campo taught me the power of designing experiences that span both screen and soil. I learned how to translate trust from a digital brand into real-world logistics, hospitality, and community.
I also experienced the complexity of service design first-hand—every detail mattered, from email flows to tarp layouts. Designing something people physically step into gave me a deeper appreciation for friction, clarity, and tone.
Most of all, Campo reinforced that great design is an invitation—to explore, connect, and feel at home in something new.
Other Projects
CONTACT
caroline.lukins@gmail.com
SOCIAL
Site developed by Caroline Lukins 2025
