Camp Wai Lani

Rebrand and Environmental Design

Challenge

The challenge for this project was to rebrand and redesign an existing brand and wayfinding system. Assets include a new logo, color palette, and font system, along with a signage solution designed to guide visitors from one point to another.

Process

The process involved creating moodboards and researching the existing brand and wayfinding system. Camp Wai Lani, a Hawaiian-themed Girl Scout camp in Tarpon Springs, Florida, was selected. The original branding portrayed a stereotypical version of Hawaiian culture. Given the camp’s location on the Gulf of Mexico and its strong connection to nature, the rebrand aims to offer a more authentic and nature-forward depiction of Hawaiian culture by incorporating wood textures and linocut-inspired illustrations.

Camp Entrance Signage

Primary Wayfinding Signage

Secondary Wayfinding Signage

Primary Building Signage

Campsite Signage

Cabin Signage

Campsite Keychains

Camp Counselor T-Shirt

Campsite Keychains

Result

The updated brand and wayfinding system give Camp Wai Lani a more organic and refreshing identity. Through textured illustrations and a pale yet tropical color palette, the rebrand achieves a more respectful and natural representation of Hawaiian culture.