A CAMP WITH A RICH HISTORY
Nobles Day Camp needed to translate their unique experience to prospective families; it also needed to effectively communicate with campers’ families throughout the summer.
Founded in 1948 by Grandin Wise and George K. Bird, the camp had long honored its founders with a pair of owls for its logo. During our visit, we quickly discerned the symbol’s importance as decades of “owl art” was spotted throughout camp. This discovery, as well as the camp’s long history, informed the decision to keep an owl as part of the redesigned identity. We also felt it was important to incorporate the host school’s shield in the new logo; the final mark needed to appeal to boys and girls ages three to 18. The end result is a friendly, shield-shaped owl.
Research showed that parents prefer to get their information from the camp’s website rather than a comprehensive printed brochure. To support this, we flipped the camp’s communications system to place emphasis on the website with a scaled-back, complementary brochure. The new piece highlights key selling points and houses twelve coordinating business cards; each card features a unique photo from the camp, making the series a collector’s item.
To make the new identity wearable, as well as relatable, campers receive a branded t-shirt, water bottle, and backpack as keepsakes.
Connecting History and Place
Along with honoring the beloved mascot, we felt it was important to incorporate the host school’s shield in the new logo. Another key factor was that the final mark would need to appeal to boys and girls ages three to 18. The end result is a friendly shield-shaped owl. The identity standards included an extension of the color and type palette we developed for Noble and Greenough School.
Meeting People Where They Are
Another objective for the project was to rethink the camp’s communications system. Research showed that parents preferred to get their information from the camp’s website over the comprehensive printed brochure. We designed a responsive, graphic, easy to navigate website that delivers content year-round.
A Mini Brochure
To complement the website, we created a scaled back brochure highlighting key selling points, and a series of coordinating business cards. Each card includes a different photo from the camp, twelve in all, making the business card a collector’s item.
When the campers arrive they receive a branded t-shirt, water bottle, and backpack as keepsakes. The material colors selected were based on the new color palette, with the new logo mark displayed in the school’s signature blue hue. In addition, the achievement buttons are an iconic system relating to the new, bold logo.