For Summers 2021 to 2024, I created the visual direction for Carolina Creek’s Experience Something New recruiting campaign. Inspired by Isaiah 43:19—“See, I am doing a new thing!”—each year’s design intentionally took on a fresh style, inviting potential staff to step into something meaningful, bold, and unexpected.

Campaign Highlights:

• Evolving Visual Identity: Though the name stayed the same, the look and feel changed annually—giving returning Creek Staff a “new thing” to discover each season while reinforcing the theme through design.
  
  
• Multi-Platform Reach: Each year’s style system extended across print, social, digital ads, web graphics, and on-campus booth materials.
  
  
• Design Goals:
  
  • 2024: Bright, energetic tones with abstract layering and handwritten accents to evoke excitement and movement.
    
  • 2023: Bold type, editorial-style layouts, and expressive color palettes to push visual boundaries and capture attention.
    
  • 2022: Bright colors, bold shapes, and a playful grid layout brought energy and structure to the design—capturing the fun, creativity, and freshness of camp life.
    
  • 2021: Earthy, grounded textures with an emphasis on connection and reflection.
    
    

Creative Strategy:

This campaign was about more than just aesthetics—it created anticipation, curiosity, and consistency in mission. By developing a new identity each year, we aligned our visual storytelling with the heart of the message: stepping into the unexpected and trusting God to do something new.

Deliverables: word mark, style guide, booth experience, z-fold, tv slide, swag