Summer Camp Branding
I designed a travel-themed brand and entirely new assets for this summer camp. With a branded site and print pieces, we got record attendance.
Context
The Summer Camps 2024 at San Marco Community Center aimed to create an unforgettable experience for young explorers through an engaging travel-themed adventure, encouraging discovery and growth.
Role
As the lead designer and developer, I was responsible for crafting the theme, visual identity, promotional materials, and a dynamic, easy-to-navigate website that effectively captured the excitement of the summer adventure.
Timeline
January 2024 - June 2024
Overview
The Summer Camps at San Marco Community Center sought to create a fun and immersive adventure experience for children of all ages, fostering a sense of curiosity and exploration. The goal was to design a theme that resonated with the idea of adventure, learning, and growth while also ensuring that all promotional materials and digital experiences were cohesive and engaging. The challenge was to evoke excitement while providing clear and accessible information to parents and guardians.
Insight
Problem 1
The Summer Camps needed a cohesive visual identity that could bring the concept of exploration to life and appeal to both children and parents.
Solution 1
I developed a "Travel Guide" brand concept featuring world maps, passport motifs, and adventure icons such as planes and compasses. The brand identity included a logo with a stylized sun setting over the horizon, and a color palette designed to evoke excitement and wanderlust. These elements helped create a compelling narrative that drove brand recall and engagement.
Problem 2
The camp required consistent and engaging print collateral to promote the theme and attract attendees.
Solution 2
I designed a suite of print collateral, including brochures, flyers, and postcards, all featuring themed illustrations of different "expeditions." These branded assets reinforced the adventure narrative, maintained visual consistency, and supported an integrated marketing strategy across print and digital platforms.
Problem 3
The Summer Camps required a dynamic, intuitive website that aligned with the travel adventure theme, provided key information, and could be easily updated by staff.
Solution 3
I designed and developed a responsive website with interactive elements that emphasized the adventure theme. Clear navigation and a user-friendly content management system empowered staff to efficiently update content, manage registrations, and engage users. The website also utilized visual storytelling to enhance user experience and drive conversions.
Branding
The brand identity was a crucial component of the Summer Camps' success. By creating a cohesive visual language centered around the theme of exploration, I ensured that all touchpoints, from digital assets to print collateral, were unified under the same narrative. The logo, color palette, typography, and visual elements were all designed to evoke a sense of adventure, curiosity, and excitement. This consistent branding built trust, strengthened the emotional connection with the target audience, and reinforced the camp's message across all channels.
SEO Strategy
To ensure the website performed well in search engine results, I implemented an SEO strategy focused on optimizing for keywords such as "Summer Camps in San Marco" and "Summer Camps in Jacksonville." This included on-page optimization, keyword-rich content, and meta descriptions that aligned with search intent. As a result, the website consistently ranked at the top of Google search results for these terms, significantly boosting visibility and driving organic traffic.
Outcome
The Summer Camps 2024 exceeded all attendance targets, achieving record-breaking registration numbers. The cohesive brand identity, engaging print collateral, and dynamic website created an immersive experience that resonated with both parents and children. The brand narrative fostered a strong emotional connection, and the website's usability enabled staff to actively manage and promote the camps, ultimately driving increased participation and engagement.
Reflections
Working on the Summer Camps project was incredibly rewarding, as it allowed me to integrate visual storytelling with functional web development. The campaign's success highlighted the power of strategic brand development and the value of creating an immersive, multi-channel experience that engages audiences on an emotional level. Seeing the impact of my work through record attendance and positive community feedback underscored the importance of thoughtful, user-centered design in building meaningful connections.
Address
P.O. Box 16101
Jacksonville, FL, 32245
Jacksonville, FL, 32245