West End House Girls Camp

I Am Camp

WEHGC’s core mission is to provide a superior summer camp experience to girls from Boston who would not otherwise be able to attend camp. While they had built a reputation for a stellar camp experience, they needed a brand identity that reflected the work they do. It was important that the identity hit a few key themes that aligned with their mission...empowerment, the camper's voice and name recognition. The last was something that struck me. This camp was born in the shadow of the West End House Boys Camp which had a long tradition and donor base. These girls needed their own thing. Something they could rally around.

The creative solution, leveraging the camp name itself, is an idea called I Am. This platform enables campers to talk about their own personal stories...I Am Kind. I Am Fearless. I Am Strong.

This design device manifested throughout branding materials, informational pieces and an anthem video. 

The Team:

Art Direction + Design: Marie Rockett  //  Copy: Lynn Bossange  //  Design: Kyleen Hill  //  Photography: Pete Tschudy  //  Creative Direction: Larry Mintz + Pete Tschudy  //  Video Shooting + Editing: Andrew Mui