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Fleur de Lis Camp

As Assistant Director for Fleur de Lis Camp, I took on the major project of redesigning the website in my first few months of the job. The site needed a major facelift as the older version's navigation and branding felt scattered. I coded all of it in a matter of weeks, then migrated our CMS to WordPress. Now, the website is responsible for about 10% of the new camper base (as opposed to 3% before) and ultimately serves as a trusted source for interested camper families.

How camp changed me

One of my goals was to create meaningful video content to convey the Fleur de Lis brand and message in an authentic way. Our video content has increased our Facebook engagement by over 40% and has been a powerful tool in marketing camp digitally.

Redesign Efforts

Redesign Efforts

I wanted to refresh the camp typeface and logo with something fresher, that honored the organization's history and traditions, while also presenting a clean brand identity. Inspired by Pentagram's work with The Wing, I pitched a few design ideas to the Board of Directors. 

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Ambassador Program

Ambassador Program

I started the Ambassador Program at FDL based on Spotify's Ambassador program that I participated in during college. The program selects 5-10 current camper families per year to speak as advocates during the off-season. Each family must host an Open House and attend an off-season event (camp fair, reunion, etc.). The Ambassador Program helped us double the size of our Junior Field (8-10 year-olds) in 2017. 

Fleur de Lis Camp's new brochure

Fleur de Lis Camp's new brochure

The camp had been using a brochure featuring images from 2004 (and earlier!) with hard-to-read type and overwhelming content flow. I redesigned the brochure to be image-heavy and feature new type to simplify the brochure experience. I served as Art Director, Lead Designer, and Lead Copywriter on this brochure, with a small team providing critique and feedback.

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