Color Camp Brand Identity
Color Camp came to us with the dream challenge: To design the coolest manicure bar brand in the world. Most nail salons are dirty, inconsistent, and ugly. Color Camp wanted to contrast every bit of this and be the place every girl (and some guys!) are dying to go to.
Design a brand identity that would excite and attract the quintessential LA cool girl, but be flexible enough to expand the brand into other markets as they continue to grow and open new locations. The target customer would be a millennial, career driven and social girl who uses her phone for just about everything.
Our process — which included stakeholder interviews, category research (manicure meetings? yes plz!), surveys with our customer demographic, and more — ultimately enabled us to develop an insight-based strategy for the brand that would become the coolest manicure bar in the world. Our approach was simple: in order to get millennials like ourselves to make Color Camp their go-to manicure bar, we needed to focus on user experience and visual appeal.
Our extensive research helped guide our initial steps to create a strong identity that would be applicable on all brand touchpoints. We decided not to use a standard typeface for the logo, and instead created a bespoke wordmark and icon based off circle and squares, inspired by the geometric nail art that Color Camp would specialize in. We designed a website that not only educated the customer on the offerings, had a seamless booking process, but also further expressed the brand’s bright and fun energy. For the launch campaign, we managed all casting, art direction, prop and fashion styling. By casting a diverse range of women, we were able to showcase the multicultural beauty of Los Angeles. We then applied our created visual identity across all touchpoints, from gift cards to ad campaigns, door handles to neon signs. Cohesion is Queen.