The Challenge

Camp Atwater is one of the oldest continuously operating African American summer camps in the United States, serving generations of campers for more than a century on the shores of Lake Lashaway in North Brookfield, Massachusetts.

The challenge was to refresh the brand identity of a deeply respected institution without diminishing the history, pride, and cultural significance embedded within it. The existing mark carried decades of recognition and emotional connection for alumni, campers, and supporters, making this less of a redesign and more of an exercise in thoughtful stewardship.

The goal was to create a visual identity that felt relevant to future generations while honoring the legacy that made Camp Atwater such an enduring community institution.

The Solution

Before putting pen to paper, I immersed myself in Camp Atwater's history. I studied the existing identity, the meaning behind it, and the legacy it represented for generations of campers, families, and alumni. Understanding what made the brand so deeply loved was just as important as understanding what could evolve.

From there, I researched other heritage organizations to see how they had modernized while staying true to their roots. That informed a thoughtful refresh of the logo, typography, color palette, and visual system—strengthening the identity without losing its soul.

Every decision was made with the same goal: honor Camp Atwater's legacy while creating a brand that felt just as relevant to the next generation as it did to the last.

The Result

The refreshed identity honored Camp Atwater's rich history while providing a more contemporary and versatile visual system for the organization moving forward. The work reinforced the camp's legacy as a culturally significant institution while helping position the brand to engage future generations of campers, families, and supporters.

For me personally, the project represented an opportunity to contribute to an organization whose impact extends far beyond its visual identity. Being entrusted with the evolution of a brand that has served and inspired generations of young people made the work especially meaningful and remains one of the most rewarding identity projects I have undertaken.

Role

Brand Designer — Research, brand strategy, identity design, and creative direction for the Camp Atwater brand refresh.