maya yim

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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

RESULTS:

RESULTS:

Business Cards

Designed to give staff and volunteers a professional, consistent way to represent the brand in personal interactions.

FAQs

Created to clearly communicate key information and values, helping new and returning users understand the mission and what sets it apart.

Socials

Developed matching visuals to ensure posts are easily shareable and recognizable, building connection with past and present users.

Apparel

Designed various branded merchandise (shirts, sweatshirts, magnets etc.) that reinforces identity, turning campers and supporters into walking ambassadors.

Website

Refreshed the website layout, colors, and language to create a cohesive digital experience that resonates with the target audience.

Stickers

Produced playful, on-brand stickers as a fun and informal touchpoint, extending the brand into personal spaces and belongings.

PROBLEM SPACE: Visual and Language Misalignment

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.

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:

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.

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:

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:

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

  1. Who is the target audience?

  2. How is the audience meant to feel when they think of Camp Swamp?

  3. How do consumers perceive themselves when engaging with the brand or product?

VALUES & CHARACTER

  1. What are the values and guiding principles of Camp Swamp?

  2. What is the character of Camp Swamp — its tone, language, and persona?

  3. Who is speaking to the audience?

  4. How would you describe the relationship between the brand and its audience?

MESSAGING & VISUALS

  1. What are 3–4 key points you want to communicate to the audience?

  2. How would you define Camp Swamp in one sentence?

  3. What feelings do you want the brand to evoke?

  4. 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.

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:

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.

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.

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send me an email!

Resume

About

LinkedIn

Projects

Sandbox

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Resume

About

LinkedIn

Projects

Sandbox

Back to Top

Like what you see?

Or just want to talk?


I really love new coffee shops + rich conversation!

send me an email!

send me an email!