Amy had the opportunity to reimagine Camp Evergreen’s brand, a 25-year-old Christian summer camp located near the Blue Ridge Mountains of Georgia. The camp hopes to encourage campers to be grounded and strong, like evergreen trees. With that, the vision for the rebrand was to feel bold, confident, rugged, and playful.

The old brand was dull, gritty, and a little lackluster. It might’ve been trendy 10 years ago, but the client was ready to breathe new life into it. Starting with the brand icon, the new mark was sharper, bolder, and cleaner. The client’s only request was to keep the cross. After many iterations, we landed on the following mark.

The negative space not only helps the cross stand apart from the evergreen tree, but it also communicates light emanating off the cross. This can represent hope and new beginnings. The logo feels bolder. This better compliments the idea of being rooted, grounded, and strong in our faith. However, the unique letters in the E and R help the logo still feel playful and childlike. Additionally, we were able to get the tree to incorporate 3 bars – which pairs well with the 3 areas of focus the camp prioritizes for its campers: “Connect with God, nature, and each other.” Overall, the mark feels harmonious as the icon and word mark carry the same line weight.

The full project included a new style guide, website, social media templates, email campaigns, merchandise, and icons. I’m excited to see campers and families interact with the brand in a new way, may it offer a place of belonging, connection, and growth.