Helping camps hire camp people

industry:

Recruitment

Location:

Boston, USA

Collaborators:

Jenna Romano

Lily Stodel

Collage of camp-related images and text blocks promoting camp leadership hiring, better hires, and modern talent strategies with people outdoors and around a campfire.

We worked on

Brand Strategy & Positioning

Visual Identity

Verbal Identity

Discover

CampHire was founded in 2019 with the goal of helping camps in the US modernize their recruitment strategies and build sustainable systems for hiring.

After a decade in talent acquisition at world-renowned companies, the founders asked themselves, “what if we took the best-in-class recruitment strategies from the corporate world and applied them to camp?”

They designed what camps actually need: executive search tailored to the industry, technology-enabled systems for recruitment, and a team of Fortune-500 trained experts with HR experience at the highest levels.

After five years in business, CampHire had evolved — and they wanted their branding to reflect that evolution.

Discover

Brand Strategy

We started with Brand Strategy, looking at the company's background and business objectives, their biggest successes and failures, their internal and external values and last but not least — the new opportunities and goals they hoped to achieve through this rebrand.

Text explaining CampHire’s focus on community, technology-driven hiring, and HR professionals with camp experience, with a small orange flame icon in the bottom right corner.

Tagline reading 'Helping camps hire camp people' with stylized figures in red, orange, and black at the bottom.

“We take the pressure out of camp recruitment by focusing on fit first, not speed alone, so camps hire people who stay, grow, and lead.”

Verbal Identity

Next, we went on to develop a strong Verbal Identity for the brand — one that would sound like a capable friend, and like the kind of person who gets stuff done, and does it well. We wanted CampHire’s Tone of Voice to sound like who’s always there with a strongly held conviction, reminding their audience of someone who’s laid back but switched on — and exuding a quiet confidence.

Design

With the Brand Strategy and Verbal Identity in place, we moved on to the Visual Identity.

We chose a route that leaned into nostalgia and ease, combining an earth-toned palette with relaxed, candid photography to evoke a sense of familiarity and calm.

Though the colours chosen were muted, they deliver strong visual impact through thoughtful contrast and placement. Overall, the composition creates a visual tone that’s grounded, playful, and quietly confident.

For text, we decided on a serif typography — one that’s clean and unfussy, yet carries a warmth that feels welcoming and most importantly, human.The illustrations we chose to use were minimal but expressive — capturing a sense of joy and spontaneity, without overwhelming the layout.

Design

Colour Palette

Typography

Primary Logo

Secondary Logo

Brand Icon

Brand Motif

The Motif is a supporting brand element used to add substance and personality across documents, social media, and campaign materials. Unlike the logos and icon, it has fewer rules and can be applied more freely.

Page Furniture

Six branded slides and cards on a blue background; tone of voice statement, no fluff communication guidelines, expert hiring advice, and messages emphasizing the importance of camp leadership hiring and camp people hiring.

“From first contact to final placement, every interaction is designed to feel consistent, considered, and aligned with camp culture.”

Imagery

We recommend that CampeHire use imagery that feels approachable, warm, and consistent with the brand’s narrative.

We suggested four key approaches:

Design

Studio photography

Clean, professional shots that highlight individuals or products with clarity.

Collage of four diverse people in studio portraits wearing casual sweaters and shirts, smiling or looking thoughtful.

Candid portraits

Natural, unposed images of people on their own, conveying authenticity and genuine personality.

Candid group shots

Relaxed, genuine moments that capture collaboration, community, and shared experience.

Scenic imagery

Landscapes or environmental scenes that work well as backdrops for websites and digital platforms.

Collage of groups around campfires at night in outdoor scenic settings with trees, tents, and starry sky.

Deliver

The images below showcase examples of the visual brand in use, to be used as inspiration when creating additional branded content.

Deliver

Three smartphone screens showing social media posts by Camphire: left screen with text 'Helping camps hire camp people' on dark background; center screen with smiling woman and text 'Better hires faster process. Proven results.'; right screen with group of three people outdoors, overlaid with pink geometric shapes.

Business card for Aaron Lyon, Founder of CampHire, with email, website, phone number, and social media icons on a cream background.

A smartphone screen shows the podcast 'Inside Camp Hire' playing, surrounded by four different podcast cover designs featuring an orange vintage microphone, sound waves, and text promoting episodes every Tuesday.

“We worked with Avital for CampHire’s brand refresh. We are a startup with zero experience in branding and marketing, and we needed someone in our corner who could lead us and own the entire process. Avital delivered that and more.

Her ‘leave it with me’ attitude led to brilliant things — the tone, the copy, the colors, the imagery, the vibe. All of it blew us away. She made a scary process fun for us, and brought the energy required to uplift our entire business and strategy. We are super proud of the outcome and have Avital to thank.”

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