CAMP SETTOGA

ROLE | VISUAL IDENTITY, LOGO, GRAPHIC DESIGN, WEB DESIGN, ART DIRECTION

PHOTOGRAPHY | KOON NGUY, DNA PHOTOGRAPHY, JENNIFER WEISBORD

Camp Settoga is a Jewish day camp for New York City children ages 4-12 in upstate New York. The camp launched into an already crowded market of upscale day camps with competitors who had been either long established and attended by families for multiple generations, or known for specializing in niche activities. Camp Settoga needed to be able to stand out from other camps offering similar services at a similar price point which was especially difficult at crowded camp fairs with tables full of repetitive collateral and busy aggregated camp guides and parenting websites. Camp Settoga’s identity also had to reference elements of JCC Manhattan’s brand as the camp was an offshoot of the organization, but needed to be more child focused and playful.

The primary color of the palette references a cloudless summer sky and is a natural contrast to the primarily green, forested backgrounds of the photography. I created the logo and icon set to be reminiscent of scouts badges to give the new camp a familiar touchstone for parents, and evoke a feeling of nostalgia. Documentary style photography is shot over the course of a camp season showcasing children candidly enjoying themselves and hitting achievement markers like their first homerun or basketball score, first jump into the deep end of the pool, and first time on a zipline.