Camp BASEline is a sleep-away retreat targeted to Gen-Z females that are feeling stressed, anxious, sad, or having low self- esteem. They provide a relaxation experience while also providing workshops, branded merchandise, and meals. The retreat is held in the city of Greenville, SC.

The BASEline logo is aimed at a generation of young female adults. The design is inspired by a more 90s-ish and Y2K style, which is loved by Gen Z.

The symbol is composed of a lavender flower, which is known for its relaxing properties. The mountain and the road represent the path to freedom. The moon represents the nights of rest. The wordmark is written in a fun typeface called “Fillip,” and the letter “i” is customized to look like a lavender spike.

The main colors of BASEline are violet, which represents the lavender flower; green conveys harmony and nature; and yellow represents joy. The secondary palette has different shades of blue, which evoke security and calmness.

Through BASEline’s new visual identity, publications on social networks such as Instagram have more striking visuals that attract the target audience. For example, this carousel post contains graphics that identify the brand, concise information about the retreat, and a clear call to action.

As part of the advertising campaign for BASEline, a billboard was designed that maintained the youthful look of the brand. The billboard also includes important information about the event and a call to action.

BASEline’s collateral is consistent with the new visual identity. Among the assets are business cards, letter designs, and envelopes. These together support the marketing of the brand.

With the BASEline journal, you can reflect on the events of the day and manage your time since it also contains a calendar. The perfect complement to the agenda are the stickers with positive phrases.

The flag design consists of the logo and lavender spikes which makes reference to its relaxation properties.

Hydration is very important, and for this reason, BASEline will have a line of water bottles with inspiring messages aimed at improving women’s self-care and self-esteem.

The design of the shirt follows the design line inspired by lavender, and it only has the primary colors of the brand.

The process of re-designing the BASEline brand provided an opportunity to create not only for aesthetic reasons, but also for a more significant purpose: mental wellness. The designs remained true to the brand’s principles and captured the essence of it.  The brand’s new visual identity is projected to make an impression on the target audience, and the retreat is anticipating a large number of registrations.