One platform, three brands, and more acquisitions ahead. This deck asks for one decision: greenlight a UK pilot of how we structure the group as it keeps acquiring. It sets out what we learned and where the group stands, and it ends with two website mockups, shown as proof the structure can carry either customer experience, not as a second decision to make today.
02
The problem
Every acquisition re-opens the same question: what does the customer see?
Just Go and Bunk compete directly with Indie Campers in three cities, London, Edinburgh and Dublin, which makes every UK and Ireland search the difficult case. At present the answer is ad hoc: three websites, cross-visible inventory, no shared account, and no rule for the next acquisition, and the acquisitions ahead are larger.
3
Total overlapAll three brands compete for the same customer in London, Edinburgh and Dublin.
What we want to achieveOne experience that competes on clarity, price range and choice, without eroding the brand equity we paid for.
03
What we did
Our approach: from how others solved this to a prototyped full flow.
1Studied the consolidators. Three of them addressed the same problem in three different ways. THL cascades one fleet through three brands as it ages (maui → Britz → Mighty), so the brand denotes the vehicle's age. Enterprise operates National, Enterprise and Alamo at three price points on one shared operation, so the brand denotes the price tier. Marriott maintains around 30 distinct brands and relies on the membership to unify them, so the brand denotes the segment, with loyalty as the thread across them.
None of the three is a single master brand, and none is a loose collection of unrelated names. But "somewhere in the middle" is not, in itself, a design. What separates them is what the brand is permitted to mean: age, price, or segment. That is the decision before us, and it is what Display 1 and Display 2 make tangible.
2Studied the UI/UX of the brands and drew a pattern. How Indie Campers, Just Go and Bunk each present search, results and checkout today, side by side with the groups we benchmark (hotel groups, car rental, car configurators). Beneath the different vocabularies lies the same funnel: search, choose, configure, pay.
3Examined the business underneath. Levels are not a new idea to invent but an existing pattern to make explicit. To design the display we first had to establish what our value levels would be, and on reviewing the real catalog we found that the group already does this without having named it. Customers book a category, not a specific van ("book Active, get an allocated vehicle"), so they already purchase an abstraction. The fleet already sells in quality steps: Original, Standard, Plus.
4Prototyped two approaches. Product at the center and brand as experience, four results-page versions in total, plus three approaches to the full flow through the shared Offer + Checkout page. All built on the real fleet and real prices, ready to click through in this document.
Several things are already settled, and the structure follows from them.
1
A connective membership will existOwned by Bruno Eusébio's Growth Team as a separate project. This deck assumes it exists and does not design it, and the structure holds regardless of how or when it is built.
2
M&A continues, franchising beginsWhatever we build defines the slot each future acquisition fits into.
3
Marketplace & RV Sales become independentThe connective layer must span separate companies.
4
A house of brands, not one master brandLike the hotel groups' brand architecture: acquired names are organised under a group, not merged away, and the Indie Campers identity stays intact.
Holding companyCustomer-invisible
Owns M&A, capital, the shared booking platform, and the product standard.
The single assumptionA connective membership exists, and it is ownedassumed
One group-level membership connects the brands. Bruno Eusébio's Growth Team owns it; this deck assumes it and leaves the mechanics to them.
Products · the live catalog, every fleet maps into these; availability varies by region
Levels · the three value levels every product sells in, set by features then age; defined in full ahead
PremiumCoreBudget
Ventures · independent companies the group cross-sells into
MarketplaceRV Sales
* maui (THL) and Cruise America are acquisition intents, not owned assets. The three levels, and how the fleet moves through them, follow later in this act.
05
The brand question
When does another brand add value, and when does it become noise?
The large groups demonstrate both outcomes. A brand adds value when it holds a position the flagship cannot: a different price level, or a different kind of trip. It becomes noise when it duplicates us on vehicles, market and price, leaving two brands to compete for one customer, the "too many brands" trap. It gives us a clear rule for each acquisition:
Flagship
Larger than us, or the established name in its market
Retains its own name and leads in that market, alongside Indie rather than beneath it. We would not diminish it by appending "by Indie Campers". Cruise America or maui, for example.
Endorse
Genuinely different, or fills a gap
Retains its name with "by Indie Campers", drawing on our trust while remaining distinct. Just Go and Bunk, for example, each standing for its own level under the group.
Absorb
Substantially the same as a brand we already operate
Folded into whichever brand fits best. Where it carries a genuine following, we migrate customers gradually rather than retire it abruptly. An acquisition that would only compete with a brand we already operate, for example.
How we would apply it
The decision is made per brand, by its size and role, and it holds across every market: a flagship is a flagship everywhere, an endorsed brand stays endorsed, a brand never flips role by country.The membership operates across all of them, so distinct flagships read as one Indie group. Role and level are independent: role is identity, level is position, so Cruise America is a flagship at the Budget level and maui at Premium. At home, our three brands overlap in the same cities, so the first task is which earns a distinct axis and which is absorbed.
A rule, and its one exception
The rule: a brand has one home level and keeps it in every market. Which brand fills a level can change from market to market, even city to city, but a brand never changes its home level.
The Core exception: where a market has no Premium brand, the Core brand also runs Premium, pricing premium vans as premium and keeping Premium's own promise, one brand temporarily covering two levels, not one blurred level and not a change of home level. Same for Budget where there is no Budget brand. Where a level is unfilled we can instead leave it empty, or introduce a brand for just that region. It is a stopgap, not a permanent blur; how far to use it is a call on the decision slide.
Where operations meets the brand question
The badging trade-off, from the operations sideWhen a van moves down the brands it is re-badged. Standardising that, a shared base and a decal that swaps, keeps re-badging cheap and quick. The trade-off is that badging simple enough to swap also limits how physically different the brands can look, and they often share a chassis anyway. So a brand's distinctiveness has to come from positioning and experience, not its wrap, which is exactly what this slide asks: when is a brand worth having?
Enterprise (Nat/Ent/Alamo)Avis Budget / ZipcarTHL (maui/Britz/Mighty)Booking HoldingsVW Group
One brandMany brands
Mobility & rental · all in the bottom half todayTravel groupsCross-industry
Why is the top-right empty? Our reading, not a proven fact.Hotel groups do not own the hotels, so a brand costs only a contract; rental groups own their fleets, so every brand costs vehicles, depots and cash. And the market is fragmented, no player has held enough share to have a portfolio worth connecting, so rental groups collect brands and never join them, while we are the ones consolidating one. Honest caution: campervan rental is lower-frequency than hotels, so repeat loyalty is weaker, our bet is the layer pays off by holding the portfolio together and cross-selling the ventures, which is the Growth Team's thesis to prove.
Marketplace & one-brand end · Airbnb, Sixt, Tesla, Roadsurfer
One funnel, one name, a model list. Design trend: a single clean configurator, no membership prompts, the brand is the interface. Simple, but it offers no answer for owning several brands. Borrowed in Display 1 and the configurator checkout.
The middle · airline groups & Expedia One Key
Few strong brands, one currency and account across them. Design trend: fare classes, shared login, a benefits banner on every brand's site. Coherence without erasing names. Fare classes map directly onto our levels.
Loyalty end · Marriott Bonvoy, Accor ALL
Portfolio browsing by brand, one app across 30+ logos. Design trend: the membership is the connective layer; brands become filterable styles. Borrowed in Display 2's brand cards.
Placements are directional, drawn from public brand architecture and loyalty programs. The takeaway: our own sector's multi-brand players all sit low on the connective axis, and the page design visibly changes as a group moves right. Where we land on this spectrum is what the two directions below express.
07
Reading the market's interfaces
Who controls the supply decides how the interface behaves.
We conducted live teardowns of how the market builds search, results and checkout. One variable predicts the interface more than any brand personality does: how much of the product the company owns. It shapes what appears on the page, how many steps the funnel has, and how much of the design goes into building trust.
Marketplace
Outdoorsy · Airbnb Owns nothing; aggregates independent supply, so every unit on the page is different. UI logic: the difficulty is comparing them, so the whole interface is built to earn trust: review scores, host badges, photo-first cards, and a map beside the list so location leads. Price appears as a full-trip total, because a nightly rate means little when every van is different. Conclusion: the heaviest browse experience. The effort goes into making very different vans feel safe to book.
Single brand
Sixt Owns the whole fleet; the customer books a class, not a specific van ("or similar"). UI logic: because they own every van, they can vouch for it themselves, so the card carries only a category, an example model and a price, with no trust-building needed. The funnel takes one decision at a time (class, rate, protection, extras), shows per-day caps before confirmation, and keeps a clean pay-only step at the end. Conclusion: a lean funnel, built to convert, and clear on price. The effort goes into a well-staged upsell, not trust.
Loyalty group
Marriott Bonvoy Owns the relationship, not the property; the unit is the hotel, but the group is navigated as one. UI logic: roughly 30 distinct brands sit under one group and one account, organised by segment, so the customer browses a portfolio rather than 30 separate sites. We read Bonvoy here purely as brand architecture, how a house of brands is held together, not as a pricing or points mechanic. Conclusion: the whole interface exists to make a large, varied set of brands read as one group.
The pattern across all three
The less of the product a company owns, the more interface it spends on trust, and the deeper its funnel runs.Marketplaces own nothing, so they carry the most trust-building and the longest browse; single brands own everything, so they run a lean, clear-on-price funnel; loyalty groups own the relationship, so their design goes into making many brands feel like one. "Or similar" versus naming a specific model is not a wording choice; it signals who owns the fleet, and it can be read directly off the results card.
Live teardowns (real-browser capture) of Sixt, Marriott Bonvoy, Outdoorsy and British Airways, cross-checked against Baymard Institute usability benchmarks. On the "or similar" class model: Sixt. Full teardowns on file.
08
What the interfaces mean for us
Where this points for our product.
Our focus is the group's own rental website: the owned-fleet brands under one membership. Because we own the supply, the core site should behave like a single brand in its funnel economy and like a loyalty group in how it connects, at the same time.
An owned-fleet funnel, not a marketplace oneBecause we own the vans, we can vouch for them ourselves and omit the trust-building a marketplace must do. A lean, staged funnel, clear on price early, that settles every choice before a pay-only step, and treats how specific we can be, narrowest at Premium versus "or similar" at Core, as a choice we set per level.
Brands render inside one funnel, not as separate sitesOne product standard and one level ladder underneath; the brands appear as badges or experiences within the results, so several owned brands coexist on a single journey. This is where we aim to do better than the legacy multi-brand groups, whose brands fragment into separate websites and funnels.
The membership is the connective spineOne account across every brand, so several owned names read as one group rather than separate sites. This deck assumes the connective layer exists and is owned by Bruno Eusébio's Growth Team; how it prices or rewards is theirs to design, not ours.
Whichever direction we choose; which of product-first or brand-first we build is the display choice, with our recommendation in Act 2. The Marketplace is a separate business with its own trust-heavy model and sits outside this decision.
09
The two directions we prototyped
Two ways to show it: product at the centre, or brand at the centre?
Not the decision today, this is the display question, which follows the structure. We built both to prove the structure carries either, and we recommend where to start in Act 2.
Display 1, product at the centre
The customer chooses what fits the trip
One catalog of products and promises; brands appear as the fulfiller that vouches for each option. Comparison leads, and one page carries every price honestly. The membership applies to every row regardless of logo.
Display 2, brand at the centre
The customer chooses who they travel with
Brands are destinations with their own storefronts and stories; the group curates the portfolio. Equity leads, and every acquisition retains its identity. The membership is what makes the collection cohere as one company.
Both run on the same platform, standard and membership. The difference is what the customer navigates first. Neither is free: Display 2 (brand-first) risks the group competing with itself on one page; Display 1 (product-first) risks the acquired names fading into badges.
10
The group model
Three levels, set by what a van has, then by how old it is.
A van's level is set by its features first, then its age. Features set the ceiling, the highest level a van can reach; age moves it down from there over time. So a brand-new van without premium features belongs at Core, not Premium, and the age bands below are typical, not the rule.
Premium · newest fleet, narrowest choice
Our newest vans, the shortest list to choose fromCarries the premium features and is our newest stock (typically up to 1–2 yrs). The narrowest pool of the three, so the level we can be most specific about, but not a named model.
Core · the widest pool, guaranteed to a floor
A guaranteed floor; the extras above it vary by procurementHolds every type of van and the widest range: a brand-new van without premium features sits here beside a four-year-old one, at the same price (typically 2 to 4–5 yrs). Because the mix is that wide, the promise is a floor, not a range: the category's essentials are guaranteed, while the extras that lift one Core van above another, an awning, air-conditioning, a private suite, depend on the model Procurement buys, so they are upside, never promised. "This category or similar" describes the shape of the van; the floor describes what is guaranteed inside it.
Budget · oldest and simplest, below the Core floor
Ordinary vans, an ordinary category promiseThe oldest, simplest vans, below the Core floor, wide to choose from but narrow in what is inside. The surprise booking (you do not see the model) is one option within Budget, not the promise for the whole level.
Which brand holds which level
UK today: Bunk = Budget, Indie Campers = Core, Just Go = Premium.Role is a separate axis from level: Cruise America is a flagship at the Budget level, maui a flagship at Premium. Every brand has both, a role (identity) and a home level (position).
Age bands are typical, not defining, features decide the level and age follows. The Core floor is set per category; the extras above it (awning, AC, private suite, and the like) vary by what Procurement buys. Today's Original / Standard / Plus map to Budget / Core / Premium, so the ladder already exists; the levels name what we sell rather than inventing it.
11
The group model
Vehicles move down the levels; brands stay put. That movement is not free.
How a van cascades
Features set the range a van can occupy, ceiling and open floor; age carries it down through it over time. Crossing a level re-badges the van into that level's brand, so "brands stay put" is the brand-to-level mapping, not the asset, and each brand is fed fresh stock at its own level (Core also takes brand-new simple models), so the Premium brand stays premium.
Premium → Core → RV Sales; simpler vans → Core → BudgetA premium van cascades openly only as far as Core, then RV Sales, and is never a named Budget option, premium features are not sold at a budget price; it can appear in Budget only anonymously, through the surprise pool. The simpler models, which also enter Core new, continue to Budget at 3+ years.
RV Sales is where the cascade endsThe customer who rented the van early in its life can buy it at the end. A cross-sell for the group, not a membership perk.
What it costs, and what we can do about it
Moving a van down a level is not free: transfer, days off the road, re-badging, re-registration, insurance re-rating, cross-entity transfer, and per-brand photography.
Two we can bring down ourselves: standardised swap-badging (same base, fixed positions, a decal that swaps, fleet ops to own) and reusing and re-editing photography rather than reshooting. The caveat: badging simple enough to swap cheaply also limits how physically different the brands can look (they often share a chassis anyway), which is the brand question arriving from operations (joined on the brand-question slide).
Core's middle is a strength, and it can be granular
Core is the widest level and sits between Premium and Budget, which makes it flexible: where a region has no dedicated Premium or Budget brand, Core can cover the gap, we can leave the level empty, or we can introduce a brand for just that region. Coverage can be granular, an older-fleet company bought in Porto could be the Budget brand in Porto without running in Faro. The call for stakeholders is how far to use that flexibility, and the default where a level is unfilled.
The fleet-lifecycle in one line: a customer rents a van near-new at Premium, it moves down the brands over the years, and they can buy it at the end from RV Sales, a sales opportunity, not a loyalty perk.
12
The pilot
What the first piece of work would be.
Not a plan or an estimate, the shape of the first build, so the decision comes with a sense of what follows it.
1
Where we build firstThe UK, and within it the three cities where Indie Campers, Just Go and Bunk overlap, London, Edinburgh and Dublin. The hardest case is the truest test.
2
What must be settled before a customer sees anythingThe level definitions, the Core floor (what each category guarantees, with anything above it as procurement-dependent upside), and the results page. These three gate everything downstream.
3
SEO, domains and paidThe acquired brands' own sites and search equity are an asset to preserve, not redirect away, and each brand's paid accounts carry their own history. All to be mapped before any migration.
4
Legal check, a prerequisite not a formalityCross-entity vehicle transfers, per-market brand and endorsement use, and data sharing across the group all need clearing first.
5
A swappable badging system (owned workstream)A common wrap base, fixed panel positions, replaceable decals, so the cascade re-badging cost comes down. Fleet ops to own; flagged here, not taken on as product work.
13
The pilot
How we would know it worked.
Measures to agree and baseline before launch, not after. About a one-year horizon, the overlap cities are a small sample and earlier reads are noise.
Did it work
Search-to-booking conversion in the overlap citiesAgainst those same cities today.
Share of bookings where the customer looked at more than one of our brands firstThe whole point of the change.
Repeat customers booking a different brand than last time, and the booking mix across the three levelsA Premium level that barely sells means the ladder is not earning its keep.
Traffic still arriving via the acquired brands' own sites, and convertingThe equity we paid for is still working.
Did we break anything
Average booking valueSo the ladder does not quietly become a discount.
Complaints and disputes about which van turned upThe direct test of whether the Core floor is a real promise.
Direct traffic to the acquired brands over timeTells us whether the badge treatment is eroding them.
The compare-pivot, a one-tap "compare all options" that reassembles the full price ladder, is promoted to a first-class measure of brand-attached versus price-attached demand (shown on the Display 2 slide).
14
The decision
One decision: do we greenlight a UK pilot of this group structure?
The structure is our recommendation; the honest way to prove it is a pilot, not a full commitment on day one. So the ask is single: do we greenlight a UK pilot to test it? The website question follows, it is not for today.
What the pilot would put into practice
One connected group, three levels set by features then age, each brand fixed at one role (endorse / absorb / flagship) and one level across every market, a Core floor, and the fleet cascading into RV Sales.Two judgment calls sit inside it, and they are yours, not ours: our default where a region has no brand at a level (cover it with Core, leave it empty, or acquire one, even for a single city), and how long we let Core cover a gap before we fill it properly. Where would you push on it?
What comes next, once the structure is set
The two website mockups that follow are proof both directions can be built on this structure, not a second decision for today. Our recommendation, with the reason and the trade-off, sits on the display slides: we would start with Display 1 (product-first), and use the compare-pivot to learn whether demand is brand-attached or price-attached before committing the website further. The operating economics, cascade cost per step, level pricing, and resale recovery, are exactly what the pilot would validate: this greenlights a test, not a full rollout.
Built on two research passes, a four-lens stress test, the live catalog and the naming pre-screen, all on file. maui (THL) and Cruise America are acquisition intents, not owned assets.
Display 1
Product at the centre
Every product available in the searched location gets one box; inside it, a three-way level selector, Budget, Core, Premium, each level with its image, promise, the brand that represents it, price and total, and its own CTA. Two treatments: Layout A shows everything at once; Layout B discloses progressively. Drawn monochrome on purpose, structure first, branding later. The filter bar is live: click "Automatic" (or "Clear filters") and watch the page react.
The flow: how this option works end to end
1Search widget
Location, dates, travellers, sleeps is answered here, never again.
→
2Results page
Products with their level selectors, the two versions below are this step's density variants.
A · show allB · hide, reveal when prompted
→
3Offer + Checkout
Every pick happens here, once: sleeps where it applies · transmission · type of bed · extras · insurance.
Merged into one page
→
4Payment
The only action here is pay. Nothing to decide, nothing to upsell.
Layout A · everything visible
Edinburgh12 → 19 Sep
All FiltersBrands Vehicle
Automatic (3)Toilet (5)
Sort by
7 products match8 products fit your tripAutomatic applied · sorted by fitsorted by fit
Compact
Van · Sleeps 2 · Easy to drive, park anywhere
Budget£59/nt · £413 total
sleeps 2 · manual
Ordinary van, an ordinary category promise.
BKBunk by Indie Campers
No automatic vans in this pool for your dates
Core£75/nt · £525 total
sleeps 2 · fleet under 4 yrs
Compact van, this category or similar.
ICIndie Campers
Premium£95/nt · £665 total
newest fleet · automatic
Our newest vans, the shortest list to choose from.
JGJust Go by Indie Campers
Active
Campervan · Sleeps 2–3 · Kitchen and bed in one
Budget£69/nt · £483 total
sleeps 2–3 · manual
Ordinary campervan, an ordinary category promise.
BKBunk by Indie Campers
No automatic vans in this pool for your dates
Core£95/nt · £665 total£89/nt · £623 total
sleeps 2–3 · fleet under 4 yrs
Automatic guaranteed · +£6/nt
Campervan, this category or similar.
ICIndie Campers
Premium£115/nt · £805 total
newest fleet · automatic
Our newest vans, the shortest list to choose from.
JGJust Go by Indie Campers
Adventure
Off-grid capable · Sleeps 4 · Heating & solar
Budget£79/nt · £553 total
sleeps 4 · manual
Adventure class, an ordinary category promise.
BKBunk by Indie Campers
Manual-only for your dates
Core£110/nt · £770 total
sleeps 4 · off-grid · solar
Adventure class, this category or similar.
ICIndie Campers
Premium£140/nt · £980 total
newest fleet · automatic
Our newest vans, the shortest list to choose from.
Our newest vans, the shortest list to choose from.
JGJust Go by Indie Campers
Comfort
Motorhome · Sleeps 4 · Premium finish
Budgetn/a
not offered at this level
No Budget brand carries Comfort in this market.
Missing shows as missing, never padded out.
Core£140/nt · £980 total
sleeps 4 · fleet under 4 yrs
Comfort motorhome, this category or similar.
ICIndie Campers
Premium£180/nt · £1,260 total
newest fleet · automatic
Our newest vans, the shortest list to choose from.
JGJust Go by Indie Campers
California
VW California · Sleeps 4 · The iconic pop-top
Budget£99/nt · £693 total
sleeps 4 · manual
Ordinary California, an ordinary category promise.
BKBunk by Indie Campers
Manual-only for your dates
Core£130/nt · £910 total
sleeps 4 · fleet under 4 yrs
California, this category or similar.
ICIndie Campers
Premium£165/nt · £1,155 total
newest fleet · automatic
Our newest vans, the shortest list to choose from.
JGJust Go by Indie Campers
Space
Large motorhome · Sleeps 6 · Room for everyone
Budgetn/a
not offered at this level
No Budget brand carries a 6-berth in this market.
Missing shows as missing, never padded out.
Core£135/nt · £945 total
sleeps 6 · fleet under 4 yrs
6-berth motorhome, this category or similar.
BKBunk by Indie Campers
This pool is manual-only for your dates
Premium£175/nt · £1,225 total
newest fleet · automatic
Our newest 6-berths, a short and predictable list.
JGJust Go by Indie Campers
Trailer
Towable · Sleeps 4 · Tow with your own car
Budget£49/nt · £343 total
sleeps 4 · tow-behind
Ordinary trailer, an ordinary category promise.
BKBunk by Indie Campers
Core£69/nt · £483 total
sleeps 4 · tow-behind
Trailer, this category or similar.
ICIndie Campers
Premiumn/a
not offered at this level
No Premium brand carries a trailer.
Missing shows as missing, never padded out.
1 product hidden by your filters, Trailer has no automatic option for these dates.Clear filters
Layout B · progressive disclosure (tap a product to open its levels, try it)
Edinburgh12 → 19 Sep
All FiltersBrands Vehicle
Automatic (3)Toilet (5)
Sort by
2 products match3 products fit your tripAutomatic applied · tap to choose your leveltap to choose your level
Family
Motorhome · Sleeps 4–5 · 2 of 3 levels match your filtersFull facilities · Shower & Toilet
From £126From £89Select
Budget£89/nt · £623
sleeps 4 · manual or automatic
Older Family motorhome, this category or similar.
BKBunk by Indie Campers
No automatic vans in this pool for your dates
Core£126/nt · £882£120/nt · £840
sleeps 4–5 · fleet under 4 yrs
Automatic guaranteed · +£6/nt
Family motorhome, this category or similar.
ICIndie Campers
Premium£150/nt · £1,050
newest fleet · automatic
Our newest vans, the shortest list to choose from.
JGJust Go by Indie Campers
Space
Large motorhome · Sleeps 6 · 1 of 2 levels matches your filters2 levels available
From £175From £135Book Now
Core£135/nt · £945
sleeps 6 · fleet under 4 yrs
6-berth motorhome, or similar.
BKBunk by Indie Campers
This pool is manual-only for your dates
Premium£175/nt · £1,225
newest fleet · automatic
Our newest 6-berths, a short and predictable list.
JGJust Go by Indie Campers
Adventure
Off-grid capable · Sleeps 4 · 1 level available
From £110Book Now
Core£110/nt · £770
sleeps 4 · off-grid · solar
Adventure class, or similar.
ICIndie Campers
1 product hidden by your filters, Adventure has no automatic vans for these dates.Clear filters
1The level selector is a pattern customers already know. Three tiles, ascending promise, one selected, the grammar of every pricing page and fare picker. Each tile carries its own image, promise, brand, price + total and CTA.
2Every level wears its brand. Budget is represented by Bunk, Core by Indie Campers, Premium by Just Go, logo and name on the tile. The brand vouches for the promise; it never blocks the comparison.
3All available products in the searched location render, only those that fit the party (sleeps 4, filtered by the search). Missing levels show honestly rather than being padded.
4A versus B is a density trade-off, and it is testable. Layout A maximises comparison (every price visible: strongest price range). Layout B maximises focus ("From £X" leads; commitment revealed on intent). Same components; switching is a flag, not a rebuild.
5Filters are constraints, with honest costs, try toggling Automatic. Count pills show a filter's price before tapping; filtered tiles grey out with a reason instead of vanishing; repricing is explicit ("Automatic guaranteed +£6/nt"); fully-filtered products collapse to a "hidden" strip; and Layout B recomputes "From £X" so it never lies. Brand lives in the dropdowns, available, never the layout.
6Deliberately monochrome. Structure first: black, white and grey keep the conversation on layout and logic. Brand colour and photography arrive after the display is chosen.
7Why product-first: it shows the whole ladder on one page. Budget, Core and Premium sit side by side and comparable, so a customer can see the difference and trade up, it serves today's price-conscious booker and, as acquisitions add premium brands, the customer we want to move upmarket. It is not a bet that we are a budget group; it is the surface that lets us stop being one. (Filter data is skewed, rarely applied or applied then cleared, so we do not lean on it; better filters are an opportunity.)
The case for product at the center: the customer shops the trip and the trade-off on one comparable page, and brands earn their place as guarantors of each level. It puts the whole ladder side by side so customers can see the difference and trade up, needs no extra step to compare, and handles the Core exception cleanly: when one brand sells at two levels, the level does the talking and the badge just rides along. The honest risk: with few filters, price can dominate the page, so the levels and the Core floor have to carry the differentiation. Our recommendation: build Display 1 first, and use the compare-pivot on Display 2 to measure whether demand is brand-attached or price-attached before committing the website further.
Display 2
Brand as experience
Shelves organized by how you want to travel, each title a level promise in lifestyle language (comfort = Premium, classic road trip = Core, adventurous = Budget), with the auditable spec printed beside it, and the brands masked into the shelf as the names that fulfil it. A shelf can carry several brands. Brands presented through experiences, not against each other. Two treatments: Layout A shelves experiences with brands masked in; Layout B lists the brands themselves, hotel-group style: the card says which products are available for the search, and all further detail and model selection happen on the brand’s offer page. Same filter system as Display 1, click "Automatic" to toggle, in both versions.
The flow: how this option works end to end
1Search widget
Location, dates, travellers, sleeps is answered here, never again.
→
2Results page
The brand carries the result, the two versions below are this step's presentation variants.
A · presented by experienceB · presented by the brand itself
→
3Offer + Checkout
Everything is selected here, once: sleeps where it applies · type of bed · extras, in Layout B, including the model itself.
Merged into one page
→
4Payment
The only action here is pay. Nothing to decide, nothing to upsell.
Layout A · experience shelves
Edinburgh12 → 19 Sep
All FiltersBrands Vehicle
Automatic (3)Toilet (5)
Sort by
3 of 6 options match3 experiences · 6 optionsevery van fits 4 travellers · Automatic appliedevery van fits 4 travellers · the same six options as Display 1
For comfort above allnewest fleet · under 2 yrs · automaticSee all
JGJust Go by Indie Campers
Family£150/nt · £1,050 total
sleeps 4–5 · under 2 yrs · automatic
Our newest vans, the shortest list to choose from.
JGJust Go by Indie Campers
Space£175/nt · £1,225 total
sleeps 6 · under 2 yrs · automatic
Our newest vans, the shortest list to choose from.
JGJust Go by Indie Campers
For the classic road tripwidest choice · this category or similar1 of 3 matches your filtersSee all
ICIndie CampersBKBunk by Indie Campers
Family£126/nt · £882 total£120/nt · £840 total
sleeps 4–5 · fleet under 4 yrs
Automatic guaranteed · +£6/nt
Family motorhome, this category or similar.
ICIndie Campers
Space£135/nt · £945 total
sleeps 6 · fleet under 4 yrs
6-berth motorhome, this category or similar.
BKBunk by Indie Campers
This pool is manual-only for your dates
Adventure£110/nt · £770 total
sleeps 4 · off-grid · solar
Adventure class, or similar.
ICIndie Campers
Manual-only for your dates
For the most adventurousthe cheapest way onto the road0 of 1 matches your filtersSee all
BKBunk by Indie Campers
Family Surprise£89/nt · £623 total
sleeps 4 · manual or automatic
We pick your van from the pool, you save.
BKBunk by Indie Campers
No automatic vans in this pool for your dates
Want them side by side? Compare every option for your trip, one card per van type, all prices in one place.Compare all options
Layout B · brand-led list (the card says what’s available; the model is chosen on the offer page)
Edinburgh12 → 19 Sep
All FiltersBrands Vehicle
Automatic (3)Toilet (5)
Sort by
2 of 3 brands match3 brands available for your search6 options across them · Automatic applied6 options across them · sorted: recommended for you
JGJUST GO1/24
Just Go by Indie Campers
Premium fleet · under 2 yrs · 4.8 (1,204) · Edinburgh depot · 3.1 km from your search
Family£150/ntSpace£175/nt
One Indie membership across the group
From£150/nt
£1,050 total · 7 nights · taxes incl.
ICINDIE CAMPERS1/38
Indie Campers
Core fleet · under 4 yrs · 4.6 (8,912) · Edinburgh depot · 2.4 km from your search
£882 total · 7 nights · taxes incl.£770 total · 7 nights · taxes incl.
BKBUNK1/17
Bunk by Indie Campers
Value fleet · 4.4 (2,376) · Edinburgh depot · 5.8 km from your search
Family Surprise£89/ntSpace£135/nt
No automatic vans at Bunk for your dates, clear the filter to see 2 products from £89/nt
From£89/nt
£623 total · 7 nights · taxes incl.
1The shelf is an experience, not a logo. Each title is a level promise in lifestyle language, with the auditable spec printed beside it ("newest fleet · under 2 yrs · automatic"), so the warmth never detaches from the promise underneath.
2Brands are masked into the experience. Logos beneath the shelf title, and a shelf can carry several ("For the classic road trip": Indie Campers + Bunk). Shelf = demand, brands = supply. Shelf-vs-shelf competition recedes, because intents segment where logos would otherwise compete.
3Display level follows the promise. The comfort shelf sells the newest fleet, the narrowest choice; the classic shelf sells the category (‘or similar’); the adventurous shelf sells the surprise. Product names stay the group’s catalog, the model reveal happens at booking. Same engine, level-appropriate rendering.
4Filters behave exactly as in Display 1, try Automatic. Cards grey with a reason instead of vanishing; shelf headers count honestly ("2 of 3 match"); the comfort shelf is untouched because its premium fleet is automatic. Same constraint rules, same honesty.
5The compare pivot heals the split ladder. A Family lives at £89 / £120 / £150 across three shelves, the exact same six options as Display 1, pivoted by shelf. One tap reassembles the ladder in Display 1's product cards. Browse here, decide there.
6Brand sites stay doors into this. justgo.uk.com remains a storefront funnel landing on its own shelf, and the compare-pivot click-through is our primary success measure of brand-attached versus price-attached demand, promoted from a footnote to a first-class metric.
7Layout B lets the brand be the result. One card per brand, image, name, rating, and which products are available for the search, with from-prices. Everything else, specs, levels, choosing the model, happens on the brand’s offer page, the way hotel groups list hotels, not rooms. Filters still work per brand: Bunk greys out with a reason, and Indie Campers’ from-price reprices honestly (£110 → £126) when Automatic is on.
!The risk to name (Layout B): showing only a "from" price per brand adds a step for anyone comparing prices in the overlap cities, where all three brands operate. It is worse under the Core exception: the same brand can appear twice, at two prices and two promises, and the brand card stops telling you anything, one more reason our recommendation is Display 1.
The case for brand at the center: we paid for Just Go and Bunk partly for their equity and their audiences, and a flat product grid discards it, while a brand-led experience keeps it working for us. First-time campervanners tend to shop by the kind of trip they want, not by a spec sheet, so organising around experiences (comfort, the classic road trip, adventure) can convert better than a level ladder, and it scales: every future acquisition slots in as another experience rather than another logo to reconcile. Presented through experiences, the brands stop competing head-to-head and the group reads as one range. The honest risk: the price ladder is split across shelves (mitigated by the compare pivot), and every shelf title has to stay an auditable promise, true only while its spec line is mechanically true. Layout B is the sharpest test of the thesis: if customers click a brand card carrying only a from-price and a product list, brand equity is doing the selling, and the model choice can wait for the offer page.
Shared step
Offer + Checkout: one page
This is not a UX decision, and it does not need one now. It exists to show the offer-and-checkout merge is achievable, and flexible enough to back whichever direction we choose; the three renderings are proof it is not an irreversible commitment, not options to pick between. The step every display and version has in common: the offer page merges with checkout, isolating payment to payment only. Offer means the product being bought, the model, photos, specs, pickup location, and the trip picks: bed configuration, travellers, transmission. Checkout means building the trip on the same page: extras (bedding, cleaning, BBQ) and protection & flexibility. Everything below is clickable, the summary reprices honestly as you choose. Three renderings of the same page: A, everything on one canvas · B, a guided wizard · C, a configurator, the van on stage while the trip is built beside it.
Layout A · everything on one canvas
Edinburgh12 → 19 Sep
Your selection · the offer
Family
Core level · fulfilled by Indie Campers · this category or similar
Specs
sleeps 4–5 · fleet under 4 yrs · kitchen with fridge & hob · heating · shower & toilet
Product · arriving from a brand card (Display 2 · Layout B) you choose it here; from Displays 1 & 2A it arrives already picked
Family £120/ntAdventure £110/nt
Set up your trip
Travellers
2345 Space only
Bed configuration
Fixed doubleTwin singlesBunk layout
Free request confirmed at pickupGuaranteed +£15 one-off
Transmission
Manual includedAutomatic guaranteed +£6/nt
Extras · the checkout begins here
Bedding kitsheets, duvets and pillows for 4
+£35
Cleaning kitreturn it without the scrubbing
+£25
Portable BBQgas, with utensils
+£45
Camping table & chairsseats 4
+£30
Protection & flexibility
Protection plan
Basic included · £2,500 excessStandard +£9/nt · £800 excessPremium +£15/nt · zero excess
Cancellation
Flexible included · free until 7 days beforeFlexi+ +£4/nt · free until 48 h before
Prototype note: the stage is reactive, the image (and this copy) re-render with every selection in the rail: switching the model swaps the van, bed configuration changes the interior shot, transmission and extras update the detail views. Not designed yet, by intention.
Free requestconfirmed at pickup£0Guaranteedlocked to your booking+£15
Transmission
Manualincluded£0Automatic guaranteedlocked, not requested+£6/nt
Extras
Bedding kitsheets, duvets and pillows for 4+£35Cleaning kitreturn it without the scrubbing+£25Portable BBQgas, with utensils+£45Camping table & chairsseats 4+£30
Flexiblefree until 7 days beforeincludedFlexi+free until 48 h before+£4/nt
Van · 7 nights£840
Per-night picks × 7£0
One-off (bed guarantee + extras)£0
Total£840
The next page has a single action: pay.
1One page, two jobs. Offer (what you are buying: model, photos, specs, pickup) and checkout (what you add to it: extras, protection, flexibility) merge, so payment can be isolated to payment only. This step is identical for both displays and all four versions; only the first block changes with where you came from.
2The preferences live here, not in the results filters. Bed configuration, travellers and transmission are preferences, so they belong after selection, with the same honesty rules: free request vs paid guarantee for the bed, "+£6/nt" printed on Automatic before it is selected.
3The summary is always accurate. Every click reprices the right-hand card: per-night picks multiply by nights, one-offs add once. What you see before "Continue to payment" is exactly what you pay.
4Entry point changes one block only. From Display 1 or 2A the product arrives already picked; from a Display 2B brand card you choose it in the first block. Same page, same components, the display decision never forks the funnel.
5Three renderings, one engine, a lean-ness dial. A shows everything and reassures; B is a wizard, one guided step at a time, trip summary always above, total always in the footer; C configures like a car: the van never leaves the stage while every option is a card beside it, the choice always framed against the thing being bought. Same components, same prices, same honest repricing in all three.