Overland Expo Brand & Website

The Client

Overland Expo runs a series of events across the U.S. for overlanders and adventure travelers, with hundreds of exhibitors, hands-on education, camping, films and thousands of attendees at each show. Between events, it keeps the community connected with gear news, stories and its annual Overland Sourcebook.

The Challenge

Overland Expo runs a series of events for overlanders and adventure travelers, and every event is a small city: hundreds of exhibitors, a packed education schedule, on-site camping, a film festival, motorcycle activities and thousands of attendees. Its previous website, built on Squarespace, had grown into a long list of links for each event, which made it hard for a first-time visitor to work out where to go and what was happening.

The site had several audiences to serve at once. Attendees need dates, tickets and schedules; exhibitors and sponsors need registration and their own information; instructors and builders need a way to apply; and the year-round community wants gear news and stories between shows. All of it had to stay manageable for a team running multiple events a year.

Overland Expo website after the Fluid22 redesign

Overland Expo website before the redesign

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Before (March 2021)After

Drag to compare Overland Expo’s previous homepage with the site we built.

Our Approach

We organized the site around a simple question: where are you traveling to? The homepage sends visitors straight to their event, and each event gets its own hub with tickets, exhibitors, education, FAQs, galleries and recaps, so the structure repeats in a way that's easy to learn and easy to maintain.

Alongside brand and logo work, we designed a rugged, photo-led visual style that feels at home in the outdoors, then built it on WordPress and Elementor with reusable templates. That lets Overland Expo's team add a new event, publish a recap or post a gear story without starting from scratch.

Hover to scroll the page.

What We Built

Each part of the site has a job to do for attendees, exhibitors or the wider community. Choose a feature to see it on the live site.

SoCal, West, PNW, MTN West and East each have their own section with dates, location, tickets, exhibitors, education and FAQs. The pages share one structure, so visitors who know one event can find their way around any of the others.
After each show, a recap page captures what happened, with video highlights, event statistics and a rundown of launches, parties and programs. It keeps the energy going between events and gives sponsors and media a record of the show.
The Compass brings gear reviews, news, how-to articles, trip stories and community spotlights into one place with its own identity. It gives overlanders a reason to come back all year, not just in the weeks before an event.
Each event has a dedicated sponsors and exhibitors page that shows off title, supporting and special area sponsors, with a link to the full exhibitor list. Prospective exhibitors get their own path into registration, FAQs and digital marketing opportunities.
The Ultimate Overland Vehicle and Motorcycle builds each have their own showcase, with build stories, partner products and links to the full write-up. It's one of the ways the site turns the event into a year-round story.
Visitors can subscribe to Overland News and get a free digital copy of the Overland Sourcebook, the annual guide to the overland industry. The page doubles as a lead capture tool that grows Overland Expo's audience between shows.

The Results

articles and news stories published: 2,200+articles and news stories published
photo galleries: 94photo galleries
event recaps: 44event recaps
regional events, each with its own hub: 5regional events, each with its own hub

A brand that looks the part

Overland Expo is about getting outside, and the site now feels like it. Big landscape photography, bold condensed type and an earthy palette give every page a rugged, consistent look that carries across all five events.

Easier trip planning

Visitors pick their event once and find everything they need in the same place, from dates and tickets to schedules and FAQs. A repeating structure across event hubs means fewer dead ends and less hunting through menus.

A year-round destination

With The Compass, vehicle builds, recaps and videos, the site has something new to offer between shows. That keeps the community engaged and gives sponsors more visibility than a single event weekend can.

Built for a busy team

Moving from Squarespace to WordPress and Elementor gave Overland Expo reusable templates for events, recaps and articles. Their team can launch a new event section or publish a story without waiting on a developer.