CAMP is a center for communities, art, change and the future, and has made commitments to respect and ally with the Zipoliteño community, the natural environment, and to be a safer-space for people of any identity and self-identification. The non-profit came to me to design the brand identity, and launching and activating their physical & digital presence via social media, print collateral, and a responsive website.
Video Editing
This video features compiled and edited footage of a day spent at CAMP. Anthony himself shot the footage as a visual exercise and to show me how the site in Zipolite actually looks and feels. This became the starting point for me in the brand identity development. Hope it sends you to Zipolite.
Visual Identity
The visual identity is designed for camp inspired by this video footage and the roof structures, called 'talapas' found at CAMP. The color palette, forms, and motion in the layout are designed such that they try to juxtapose a geometric reality with a natural one.
Brandmark and Logo Explorations
Many logo directions were experimented with to reach the final one. Some of them took inspiration from the shapes of the roof structures, called 'talapas' found at CAMP.
Visual Design
The raw simplicity of the CAMP video further inspired several other visual elements in posters, print collateral, and social media design. As the Chief Architect of CAMP itself, Anthony really resonated with the geometric structure of the finalized logo. So I incorporated some more geometric shapes to add to this structural aesthetic, which was almost a key founding value of CAMP. Circles also came to be a predominant theme in the visual language to illustrate that if anything, CAMP is a wholeness center.
Website Design
The Business Requirement for this website was to deliver a clear and straightforward almost WikiPedia-like page that outlines the values, experiences, visiting artists and artist residencies at CAMP. Anthony, with a keen interest in visual design, had a clear vision for the website. As this was a freelance project for me, I wore all the hats between Visual Design, the UX Design Process, Prototyping, UI Design and Development of the final responsive website, built using Cargo Collective.
Prototyping & Testing
The UI design is kept simple and straightforward to resemble the values of CAMP. The prototyping took us to a direction of a single-page scroll with the narrative itself posing as the main menu of the site, using drop down collapse. The video is used as a backdrop for the whole website to carry out the vibe of Zipolite. Testing with the internal team, extended family & friends, further informed me on how users needed more segregation between the separate sections on the website. So we ended up moving to a full screen slider interaction, that divides the various sections more clearly per slide.
Inclusive and Equity Focused Design
A key takeaway from the Secondary Research stage, we discovered that a large demographic of users will be only Spanish speakers. As a way to empathize with the user, and to stay aligned with the values of Inclusive and Equity Focused Design, I kept this in mind at all stages of the UX Design process. This lead me to design accommodations on the website that allow the user to access the website in English or Spanish at any point in the User Journey.
