A Cultural Hub Rooted in Community and Change

CAMP is more than just a space—it’s a center for communities, art, change, and the future. Rooted in the spirit of inclusivity and social impact, it has made commitments to ally with the Zipoliteño community, respect the natural environment, and create a safer space for people of all identities.

As a freelance designer, I was entrusted with shaping CAMP’s brand identity from the ground up, activating its presence across print, digital, and social media, and designing and developing a responsive website to reflect its mission.

Immersing in the Space: A Visual Foundation

To truly capture the essence of CAMP, I started with a video study—a compilation of raw, authentic footage shot by the Chief Architect, Anthony. This helped me experience the space remotely, absorbing its textures, architecture, and organic flow.

From this visual exercise, I developed a brand identity that balances geometric structure with natural forms, reflecting the interplay between CAMP’s physical space and its guiding philosophy.

Brand Identity: A Visual Language Inspired by Space

CAMP’s identity needed to feel grounded yet expansive, embracing its commitment to transformation and inclusivity.

Logo & Brandmark

The final logo was inspired by the architectural structures of CAMP—‘talapas’ (roof formations) found throughout the site. The exploration process included various iterations that played with geometric abstraction, eventually refining a clean yet dynamic mark that resonated deeply with Anthony and the team.

Color Palette & Visual Aesthetic

The color palette was derived from the natural surroundings of Zipolite—earthy tones juxtaposed with deep blues and sun-washed hues. The visual system balances raw simplicity with structured geometry, a nod to the architectural foundations of CAMP while maintaining an organic, open feel.

Bringing CAMP to Life Across Digital & Print

With a strong identity in place, I extended the design language to posters, print collateral, and social media assets, ensuring a consistent and immersive brand experience.

• Posters & Print Design: Promotional materials blended bold, structured layouts with fluid, natural elements, emphasizing CAMP’s duality of structure and freedom.

• Social Media Strategy: I designed templates that allowed CAMP to share updates, events, and artist residencies in a way that felt engaging yet aligned with its minimalist ethos.

Website Design: A Digital Gateway to CAMP

The business goal for the website was to create a clear, Wikipedia-like resource for visitors, artists, and collaborators. The website needed to outline CAMP’s mission, showcase artists-in-residence, and provide essential visitor information.

Final Website Development

• Built using Cargo Collective, ensuring a lightweight and responsive experience.

• Minimalist single-page scroll navigation, designed to guide users through CAMP’s mission seamlessly.

• A full-screen slider interaction, improving segmentation and clarity for visitors.

• Embedded video as a backdrop, immersing users in CAMP’s atmosphere even before they arrive.

Inclusive & Equity-Focused Design

One of the key insights from secondary research was that a significant portion of CAMP’s audience were Spanish speakers. To uphold CAMP’s values of inclusivity and accessibility, I implemented:

• Bilingual site functionality, allowing users to switch between English and Spanish seamlessly.

• UX choices informed by real-world user testing, ensuring cultural sensitivity and intuitive navigation.

Final Thoughts & Client Impact

Throughout the process, CAMP’s CEO, Anthony Robeson, played an invaluable role, providing connections for user research and usability testing. His collaboration helped validate design decisions, ensuring they truly aligned with CAMP’s real-world needs.

Though this was initially a class project, the impact extended far beyond. CAMP’s internal brand and dev team adopted much of our work, and you can see our design choices reflected in their current website. This project remains one of the most meaningful applications of design for social good I’ve worked on, proving that thoughtful design can shape not just brands, but entire communities.