Services:
Branding, Logo Design, Character Design, and Merchandise

Client:
LEAD Camp. Camps designed for teenagers and young adults ages 15 - 25, with different programs tailored to specific age groups.

Project:
I was responsible for developing the brand identity, including the logo, illustration style, six mascot characters, and merchandise designs.

I created a narrative around the characters, portraying them as a group of friends, each with a distinct personality that teenagers and young adults can relate to. Their personalities are expressed through their individual traits, accessories, and visual details, allowing each character to feel unique and recognizable.

The characters live within what I call the “Camp World,” a visual environment inspired by desert landscapes and nature. This aesthetic creates a consistent setting that works across different characters and applications while conveying a sense of adventure, exploration, and connection with nature. The visual world is intentionally removed from the noise and routines of everyday life, reflecting the experience and spirit of each camp.