Project Scope

Logo and graphic Identity
Image Style
Marketing Collateral
Brand Guidance
Art Direction

A Wonder-full Summer

For more than 50 summers, Bayview Glen Day Camp has consistently provided families with a fun and memorable camp experience. Located in central Toronto, the day camp offers the best of both worlds: a 40-acre parkland environment in the heart of the city. But the day camp space is getting crowded and the market is changing. New and diverse families – especially those with older kids – are seeking more value-add in their summer programming. The camp needed to transform and convey a more educational future. It was time for their brand image to do some growing up.

For an urban camp, Bayview Glen offers a wide range of programs and activities for every age and interest to fill an entire summer. Unfortunately day camps are mainly seen as only short, week-long programs. To help combat this perception, we dropped the word ‘Day’ from the name and established the theme ‘a wonder-filled summer’ to fuel a sense of discovery. With inspiring photography and a dynamic visual system, the brand aims to spark imagination in existing campers and invite new ones to experience unforgettable adventures in the heart of the city.