Reinvent your typical fat camp with Camp Thirty.

the client

Fat camps around the world have a mission of teaching people (particularly kids) to lose weight. This can lead to eating disorders and generally promotes fatphobia in society. SNL cast member and creator of Hulu’s Shrill, Aidy Bryant founded Camp Thirty to dismantle the goals and mentality of these traditional fat camps. The camp teaches kids about fatphobia, body neutrality and acceptance, the difference between fat and unhealthy, and prevents detrimental mentalities.

*Student Project

the work

I designed the branding system, printed materials, marketing collateral, signage, ad campaign, and photoshoot for Camp Thirty. Additionally, I developed a name that strategically connects to the BMI system; the BMI system states that if a person’s BMI is over 30 they are medically considered obese. The branding of this camp utilizes mathematic symbols as a nod to the nonsense BMI system and is inspired by a 70’s retro feel to keep the brand approachable and fun for young campers.

the goods

+ Branding
+ Design for Good
+ Brand Identity
+ Naming
+ Concept
+ Copywriting