BROCHURE DESIGN
PROJECT OVERVIEW
This brochure is a journey of discovery, much like summer camp. The brochure unfolds five times until it is a large spread that all fits together.
Camp Directors, Eric and Debbie, are passionate about the positive role that summer camp can play in shaping children's development. Camp Akeela is unique in serving neuro-atypical children, many with Asperger Syndrome. The camp embraces the energy and intelligence of its campers, while supporting their social-emotional needs through structure, counseling, and staff support.
Developed prior to its opening summer, this brochure was a pivotal marketing tool for the camp. Since the community didn't yet exist, we used stock photos and pursued a look that felt fresh, young, and different from other camps.
The marketing campaign was a resounding success! Camp Akeela met their enrollment goals for Year 1 and has since grown 300%. Additionally, Camp Akeela expanded its program to Beyond Akeela, a teen post-secondary readiness program based in Wisconsin.
THE PROCESS
Met virtually with the Camp Directors to learn about the camp, camper profile, brand identity, marketing goals, and marketing usability
Wrote creative brief and managed project timelines
Selected imagery
Wrote brochure copy
Designed three brochure options, along with paper comps
Worked with Camp Directors through multiple iterations, incorporating feedback, and refining the design to reach an outcome with buy-in from key stakeholders
Prepared files for printer
Oversaw printing and timely delivery of brochures
THE MARKETPLACE
26 million American children went to summer camp in Y2022
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1
There are 15,000 camps in the U.S.
Children's summer camp is a $18 billion industry
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Across the camping industry, profit margins are up 60%
1. Kailath, Ryan. "Summer Camp Has Grown Into A Very Big Business." Marketplace. www.marketplace.org/2017/07/07/summer-camp-has-grown-into-a-very-big-business/. July 7, 2017. Accessed April 24, 2023.
2. Kavilanz, Parija. "Here's How Much More You'll Pay For Summer Camp This Year. It's Not Pretty." CNN. https://www.cnn.com/2022/05/01/economy/summer-camp-cost-2022/index.html. May 2, 2022. Accessed April 24, 2023.
BROCHURE LAYOUT
Front Cover
Back Cover
First Spread
2 panels
Second Spread
3 panels
Third Spread
4 panels
Fourth Spread
5 panels
