First, I started the approach to the illustration system we wanted to develop and wrote out some brand direction for our design partners to follow. We wanted to establish a cogent illustrative system that tied in to the design work and was more consistent and globally applicable than what we currently had, but we really didn’t want to lose the humor and unique cheekiness of the CAMP brand.

Katch came back with a great solution; made under the banner that “Camp is ALIVE”, they created a robust system for new and unique character development we could continue to add to as needed and maintain some kind of consistency as well.

I’d also asked them to develop it so we had exact proportional scale no matter the size of the cartoons and so that it worked on both busy and calm background; they did just that.

Creating a print and store system fell to me to develop

I wanted to continue the idea that CAMP is alive and figure out a way to pull it into the stores. I also wanted to bring in some of the new colorful gradient that Katch developed for us. I decided to lean into the characterization of real-world elements and create a world that felt bright and interactive. I also needed to create a design system in the stores for the signage to feel standard despite us hosting multiple IPs in the space. Lastly, our store bags was something I wanted to make it so that when you placed the front and back together, you could build a CAMP cartoon yourself, with the arm popping out from the side of the face.