It all begins with an idea. Maybe you want to launch a business. Maybe you want to turn a hobby into something more.As RV travel surged in popularity—especially among Millennials—Bullyan RV found itself at a crossroads. Though they were Duluth’s original RV dealership with deep regional roots, new national players like Camping World were moving in fast. Bullyan needed more than a refreshed message—they needed to reclaim their local legacy and redefine their relevance for a new generation of adventurers. The question became: how do you compete on more than just inventory?

We worked side-by-side with the Bullyan team to reimagine their identity—not just as sellers of RVs, but as outfitters for the outdoor lifestyle. With their unique location at the base of the boreal forest, they had something no national chain could offer: authentic expertise and a deep connection to the region’s camping culture.

The campaign launched with a powerful positioning shift: “Adventure Starts Here.” More than a tagline, it became a mindset woven throughout the entire customer experience. We redesigned the showroom to feel like the beginning of a trip—immersive, welcoming, and loaded with visual storytelling. Floor-to-ceiling imagery, gear displays, and environmental cues created a sense of anticipation. Every detail encouraged customers to imagine future bonfires, road trips, and shared moments long before their tires ever hit the trail.

As RV travel surged in popularity—especially among Millennials—Bullyan RV found itself at a crossroads. Though they were Duluth’s original RV dealership with deep regional roots, new national players like Camping World were moving in fast. Bullyan needed more than a refreshed message—they needed to reclaim their local legacy and redefine their relevance for a new generation of adventurers. The question became: how do you compete on more than just inventory?

Role: Creative Director, Art Director, Concepting

Agency: Swim Creative
Copywriter: Gia Bellamy
Graphic Designer: Cody Paulson
Videographer: Parthé Productions
Photographer: Mark Fitzgibbons