Steve’s Camp at Horizon Farms offers NYC public school students from systemically nature-deprived communities a free sleepaway camp experience. But outdated language and branding limited their ability to connect with campers and their communities.
Thinkso created a branding system that evokes nature and reflects the bold, blocky street style popular with NYC teens, while still appearing professional and credible to donors and caregivers. Their new tagline — “A summer of fun. A lifetime of growth.” — communicates the camp’s unique emphasis on mindfulness and self-care, without paternalistic language. It also reflects their new editorial approach designed to respectfully describe the communities served. Visit their new website, which we architected, wrote, and designed, at stevescamp.org.
“Thinkso left no stone unturned—and turned over stones I didn’t know we had—creating a brand that reflects the nuances of our history, mission, and the communities we serve, so we can expand our donor base and impact.” Terence Gerchberg, Chief Executive Officer, Steve's Camp at Horizon Farms