YMCA Camp Kanata
2006 ReBrand 100 Winners > meritIndustry: Entertainment/Leisure - Below: Before Images, Rebrand Images, Summary, Credits Summary: Challenge – After 50 years of welcoming area children, Camp Kanata had a strong return customer base. However, recruiting new campers outside of the loyal following proved to be an ongoing challenge. Strategy - With Kanata’s proud history and local fan base, its agency wanted to retain existing brand value while still providing a refresh. The first step was an assessment and revamping of the camp’s positioning, value proposition and brand personality, drawing from staff interviews as well as camper and parent focus groups. Using this information, the agency created a modular identity that provided consistency, yet flexibility for many different applications: from correspondence materials and brochures to on-site signage — even on canoes! Result - Not only did this process yield a new identity for Camp Kanata, it also created a renewed energy for the camp to plan its next 50 years, including increased recruitment and facility expansion. Credits: Client: Camp Kanata (YMCA of the Triangle) - www.campkanata.org Creative Firm: R+M Agency - www.rmagency.com Lead Brand Strategist: Diane Paces-Wiles Art Direction & Design: Chris Holleman Art Direction & Design: Adam Rottinghaus Art Direction & Design: Brett Hartsfield Copywriter: Diane Paces-Wiles Creative Director: Shawn Gillen [back] |
