maya yim

MAYA YIM

PROJECTS

SANDBOX

CONTACT

MAYA YIM

PROJECTS

SANDBOX

CONTACT

MAYA YIM

Refreshing Visuals to Solve Brand Disconnect

ROLE

Brand Designer

ROLE

Brand Designer

TIMELINE

6 Weeks

TIMELINE

6 Weeks

SKILLS

Visual Design, Communications, Wireframing

SKILLS

Visual Design, Communications, Wireframing

TOOLS

Figma, Adobe Illustrator, Adobe Photoshop, Adobe Express

TOOLS

Figma, Adobe Illustrator, Adobe Photoshop, Adobe Express

PROBLEM SPACE: Visual and Language Misalignment

Upon beginning this project, Camp Swamp did not have any visual identity, target audience, or specific brand standards. Camp Swamp had an identity established through core values, a mission, + a process, but was missing a visual connection. Trusting and recognizing the camp was easy for previous campers + parents , but it was difficult for new families to find.

INSIGHTS:

At the beginning of this project, Camp Swamp was in the process of updating their mission statement to fully encompass their identity. There were 3 key brand factors missing from their media: a clear target audience, consistent visuals, and verbal guidelines. As a result, there was a disconnect between who they were and how they presented themselves. The goal was to create a refreshed visual identity that aligned with their mission — one that clarified their voice & image, resonated with their audience, and improved user engagement on social media.

MISSING TARGET AUDIENCE

broad messaging; indirect marketing

SCATTERED VISUALS

unclear identity; information-heavy with no image representation

NO VERBAL GUIDELINES

misaligned content; inconsistent

APPROACH:

To begin the process, I developed a set of focused questions to help narrow down the purpose, mission, and emotional core behind what Camp Swamp represents. These questions were divided into three main categories to explore each missing factor:

AUDIENCE

Who is the target audience?
How is the audience meant to feel when they think of Camp Swamp?
How do consumers perceive themselves when engaging with the brand or product?

VALUES & CHARACTER

What are the values and guiding principles of Camp Swamp?
What is the character of Camp Swamp — its tone, language, and persona?
Who is speaking to the audience?
How would you describe the relationship between the brand and its audience?

MESSAGING & VISUALS

What are 3–4 key points you want to communicate to the audience?
How would you define Camp Swamp in one sentence?
What feelings do you want the brand to evoke?
What colors or visual elements are already associated with Camp Swamp, and why?

I also conducted a competitor analysis, examining two comparable organizations to understand their strategies and how effectively their design aligned with their brand positioning.

SOLUTION:

As a solution, I collaborated closely with the directors and marketing chair to create a comprehensive brand identity deck, presenting a refreshed logo, updated mission statement, core values, color palette, typography, and style guidelines. This deck was designed to serve as a clear reference and guide, ensuring consistency across all future merchandise, website updates, and communications.

RESULTS:

After creating the brand kit, it was immediately put into action — guiding the website redesign, aligning social media content, and informing new merchandise designs. It made it easy for the team to maintain consistency across all touchpoints and strengthen the connection between the brand and its audience.

Here are a few examples of the assets produced using the new brand identity: