Camp Atwater

Challenge: Brand refresh for a 100+ year old historically Black summer camp nestled on the shores of Lake Lashaway in North Brookfield, Massachusetts.

Solution: For the Camp Atwater brand refresh, I began by analyzing their existing logo—its historical significance, design elements, and how it resonated with the community. Understanding the camp’s legacy and its deep cultural roots was essential in maintaining authenticity while modernizing the brand.

I conducted research on similar heritage organizations, gathering inspiration to ensure the refreshed design would feel both timeless and contemporary. From there, I explored typography, color palettes, and iconography that could enhance the logo’s visual impact without losing its original essence.

Through an iterative process, I refined the logo by updating shapes, improving legibility, and balancing tradition with a modern aesthetic. The final design honored Camp Atwater’s rich history while positioning the brand for future growth, creating a refreshed yet familiar identity that resonated with both longtime supporters and new generations.