Systems — Brand Identity

Camp Joy
Gardens

Client Camp Joy Gardens
Scope Logo, Color System, Typography
Role Marketing & E-Commerce Coordinator
Year 2024
Back to Systems
01 Context
Starting with a strong brand identity and redesigning the logo to create a fresher, cleaner mood and feel that comes across as updated and can carry across all platforms.
Objective Modernize visual identity while honoring the organization's roots in sustainable agriculture and community.
Deliverables New logo, color palette, typography system
Inspiration The main entrance gate — radiating sun-ray motif. The sun as the 'O' in Joy, connecting sun and joy.
02 Structure

Four-phase process: site research and gate documentation, hand-drawn explorations of the sun-ray motif, digital refinement of strongest concepts, and final brand kit delivery with logo lockups, color palette, and typography system.

Logo System Sunburst mark derived from gate's radiating pattern. Primary lockup with wordmark, mark-only crop, badge container, stacked lockup, and alternate color variant.
Color System Four palette directions explored: Warm Earth, Forest, Olive + Lavender, Muted Earth. Each tested for cross-platform consistency and brand warmth.
Typography Three options evaluated: Cafeteria Light (display), HooliganJF Regular (accent), InterFace Light (body). Selected for warmth, readability, and cross-platform support.
Applications System tested across four contexts: social media templates, website header, merchandise/signage, and print collateral.
03 Constraints

The identity needed to honor existing brand equity while reading as contemporary. The logo had to function at small sizes for digital use and at large scale for physical signage. Color palette required sufficient contrast across print and screen reproduction.

Scope Logo, color, and type only — no environmental or spatial design
Production Cross-platform: print, web, social, signage
Heritage Must retain connection to the property's physical identity
04 Intent

Establish a cohesive visual identity system rooted in the property's physical entrance — the gate and its radiating sun-ray motif. The system provides a complete, deployable brand kit that works across all organizational touchpoints while communicating warmth, community, and connection to the land.