Case Study

Camp Barakel

Camp Barakel is a Christian camp nestled in a beautiful forest on the sunrise side of Michigan surrounding a gorgeous spring-fed lake. They operate two camps on either side of Shear Lake, complete with quaint log chapels, and rustic-themed (though well equipped) log lodges.

The Need

Camp director Paul Gardner says, “Our organization’s distinctives don’t lend themselves well to mass-marketing; it’s hard to convey a high-context community like ours through any medium other than being incarnationally present over coffee.”

“Until we met Sharie we were struggling to gain people’s attention long enough to help them get an understanding of who we are. We knew people desired what we have, but we didn’t know how to express who we are in ways that people would connect with it.”

How do you give people a glimpse of your culture?

Using visual cues from the personality of the typefaces, the texture of the paper, the colors, the imagery — it all contributes to the story and lets people experience a bit of what it feels like to be there in person.

The Solution

Most camps catering to youth are printed on glossy stock for eye-popping color and a slick feel, but we made a strategic decision to represent Camp Barakel in a more nostalgic, “back to nature” way.

This resonates with parents on their mailing list, many of whom grew up attending summer camp at Barakel themselves. Kids love the amazing images of all the fun activities that camp volunteer photographers capture. Photos do the heavy lifting in the mailers to tell the story of camp in brochures and promotions, but they aren’t the only visual elements that do so.

The color palette reflects the natural setting: greens, blues, browns, reds, oranges — depending on the season. The display fonts are both rugged and fun to reflect the outdoor adventure and handwriting fonts highlight information with a warm, friendly flair. Even the paper selection contributes to the story: we print most pieces on uncoated stock for an “earthy” look and feel.

Scope of Work

Communication Design & Consulting
Production Management

“No detail has been left outside of her understanding of our DNA, right down to the choice of paper!”

Paul Gardner

Director, Camp Barakel

A true collaborator…

“I am very grateful for the way Sharie worked with us,” said Paul. “She listened until there was understanding, she took time to craft her work in ways that reflected who we are at the core, and she created materials that were an extension of the experience people have when they come on our property. She is more than a vendor to us; she is a true collaborator in communicating with our constituents.”