The art direction for our summer camp creative focused on balancing energy, inclusivity, and adaptability. In 2023, we developed a playful, flexible logo system designed to reflect the wide range of camp activities, and this creative approach was carried through for several years across various touchpoints. In 2026, I guided a rebrand that drew from the Y-USA national campaign, translating its more modern, structured aesthetic into something that still captured the carefree, vibrant spirit of summer camp. The result was a refreshed visual language that felt both contemporary and authentically fun, resonating with families while staying true to the camp experience.