Case Study: Camp Take the Lead

Project Background:

Camp Take the Lead Logo

Camp Take the Lead Logo

The Florida Retail Federation, a longtime client, approached me about helping with a logo for their Camp Take the Lead, in which a select group of high-school foster children take part in a five-day program designed to instill confidence and teach life skills. The camp gives participants a leg-up in retailing at an entry-level job with the intention of them going into managerial positions in the future.

The Process:

The project started with very little direction for the logo design. I took the basic information about the project and began coming up with concepts. The development of the camp logo is a good example of starting in one direction and ending up with something very different.

The first concept centered on a retail price tag, which the client liked but decided it would be better for it to have more of a summer camp feel. Later, the idea of a Boy Scout badge was mentioned and became the foundation of the final design as we considered a number of images to place inside the badge.

The first idea for the image came from the client — a person pointing forward and beckoning people behind him to join. It was a good idea but didn’t translate well graphically. We ended up with two campers celebrating at the top of a summit, representing both the fun of the program and the future success of its participants. I always try to incorporate client ideas into the design process, but I have also learned it’s important to adapt and be flexible when those ideas don’t work as intended.

Once we had the logo in place, I worked with the client to incorporate the design into collateral pieces, including a flier to reach future camp sponsors. The board of directors was very pleased with the design direction, and I look forward to watching as lives are changed through this program.

The process of designing this logo, from concept to completion, took about two and a half weeks.