The St. James Camps
A refreshed identity, visual system, and marketing campaigns to support one of the most popular camps offerings in the DMV area.
Brand Identity, Marketing & Campaigns, Print & Environmental, Merchandise.
Client
The St. James // 2022–
Collaborators
Janelle Murphy // Photography
Initially a summer camps product, the offering expanded to include camps that covered school breaks, holidays, snow days, and even after-school hours. Camps product managers told me the existing identity just wasn’t “fun” enough to do the experience justice, and the marketing team wasn’t satisfied with an ad-hoc approach to branding the products.
What I proposed (and ultimately executed) was a unified “Camps” brand, with a bold and playful identity expressed through a flexible visual system.
The updated wordmark was constructed with a dynamic text effect, allowing me to generate marks for the full suite of camps products. The effect also makes for a great headline.
The visual system was built on 4 pillars: paper textures, an instant-camera-style image container, an icon set, and hand-drawn supporting elements.
