Identity
Crazy Cook mark for digital and print.
Case study
Crazy Cook Hiker Shuttle Service
Website, e-commerce, and organic social for CDT hikers — digital ecosystem behind remote trail logistics.
Overview
What this project is
Crazy Cook Hiker Shuttle Service supports long-distance hikers navigating transportation to and from one of the most remote trail termini on the Continental Divide Trail — with a full digital ecosystem behind bookings and growth.
My role
What I contributed
I managed the brand's website, e-commerce, Mailchimp, Buffer, and organic social ecosystem while developing identity, route communication, maps, and customer experience.
- Web & e-commerce
- Email marketing
- Organic social
- Brand identity
- Route communication
- Customer experience
- Campaign calendars
- Booking growth
Creative challenge
The problem worth solving
Remote southern-terminus access creates high anxiety for CDT hikers. Trust has to exist before the first booking — and general tourism transport language does not speak to trail-literate guests.
Solution
How the system answered it
A dusty-gold desert-trail system with clear maps, timing, and local knowledge — delivered through website, booking flow, email, and seasonal social — so search-to-pickup feels calm and reliable.
Outcomes
Measured impact
72%
Booking growth (2019–2023)
576
Total bookings
Figures from brand booking records across the period above.
Visual system
Brand applications & gallery
Core identity and merch touchpoints. Additional route maps and web screens can slot in as assets land.
Merch / brand proof
Camp Crazy Cook Nalgene — tangible trail-town presence.
Wayfinding
Corridor clarity for southern terminus pickup.
Digital experience
Search, timing, and booking confidence before arrival.
Relevance
Why this work matters
This project demonstrates guest-experience design under friction — remote logistics, clear communication, and seasonal demand — the same operational storytelling resorts need when turning complex systems into simple guest confidence.