“Nobody wants to come to camp. It’s not cool anymore. But once they try it, they’ll be hooked.”
Life Teen Inc. is a Phoenix-based non-profit that helped churches start youth groups for high school teenagers. With over 800 Life Teen programs spread through the country, organizational leaders dared to make the giant leap into summer camps. Quickly they had secured two camp facilities–Georgia and Arizona–and were in talks to partner with a third in Missouri. The major capital investments were made, now it was time to get kids–and their adult leaders–to come to camp. How do you do it?
Through our discovery process, we concluded that competing camps were branded in three distinct groups: old timey rustic, wannabe corporate, or fussy resort style. Each group was lacking. Why can’t a camp’s logomark pique people’s curiosity? Why can’t it tell a story like the label of a microbrewery? A vineyard’s wine bottles? A postcard?
- Logomark for each camp had to be distinct
- Harmonious as a group
- With more camps, more logomarks
- Maintain visual integrity in different formats
- Letterhead, envelope
- Business card
- Photo editing