Entry

AIGA MN Design Camp 40X

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Link:
https://vimeo.com/632227787/0cf7b3bd20

Concept/Purpose of the Work:
Each year hundreds of creatives travel to the North Woods of Minnesota for inspiration, education, and connection at AIGA Minnesota’s Design Camp. 2020 marked the 40th annual event that would have been an epic in-person celebration in addition to all of the other activities. The committee offered us the theme of illumination as a starting point. In the beginning, we translated Illuminate to mean that Design Camp is a beacon that calls to designers, and delivers knowledge and experiences in fun and engaging ways. We wanted to focus on the experience, the location, and the history. A combination of a highlighter style color scheme, icons, textures, and playful Minnesotan creatures started to visually depict the energy experienced at the traditional design conference. And then everything changed because of Covid. Less than two months before the event, the difficult decision was made to go 100% virtual. Illuminate took on the meaning of shining on, rekindling your passion, being the beacon, and still being playful with embellishments.

Results of the Work:

As we experienced camp, it was great to see the attendees using the camp site to download the assets we created and use them while engaging in the camp activities. Even though we weren’t in person, the essence of Design Camp and the North woods were infused in all the experiences. The tone was light and bright during a dark time, which was a perfect, joyful way to deliver Design Camp.

How the Work Was Delivered to the Masses:
The great outdoors shifted to becoming the great indoors, which included sending a camp kit to all Design Camp registrants. In the kit were branded mood pencils, playful stickers, commemorative tote, emblematic pin, design camp field guide and more. Instead of traditional elements such as posters, lanyards and signs, our studio created social and digital content to promote the event. And for the event itself held on a virtual campsite, we provided branded site assets, zoom backgrounds for participants, trivia graphics, title graphics, and more to create a complete digital brand experience for attendees. At the crux of the branding was the 40X icon. Embedded in the 4 was a purple plaid to give a nod to the camp tradition of wearing plaid on “plaidurday” for an all-camp group photo. A wood texture was used in the 0 as the camp has always been held in the north woods, surrounded by autumnal trees. The counter was changed to the X to denote the number of years of the event.


Credits:
Tricia Christiansen: Creative Director
Sara Erlandson, Abigail Hill, Kayla Smith, Bridget Lensing: Designers
Enpointe: Printer
McIntosh Embossing: Foil
Neenah: Paper

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