A Legacy Renewed: Kamp KACE’s Visual Identity for the Next Generation

Four Decades of Memories in a Hand-Drawn Mark

For nearly 40 years, Kamp KACE has been a place where kids with cancer and their siblings get to feel like kids again. Its logo, drawn by a camper decades ago, carried the heart of that mission. But as time went by, the beloved mark became harder to read, harder to use, and not always recognized for the vibrant community it represented.

As one counselor put it: “That mark carries our memories. It can’t just be replaced.”

Listening First, Designing with Care

When Kamp KACE partnered with Tellwell, the goal was clear: refresh the brand while protecting its soul. That meant careful listening, collaborative exploration, and a promise to keep the core elements—the sun, the water, the spirit of joy—intact.

The team introduced a refined color palette, including gold to honor childhood cancer awareness. They reimagined the typography for legibility without losing warmth. And they developed brand elements that reflect camp life, including the campfire and cabin, that speak to both adventure and belonging.

A Logo That Feels Like Coming Home

The result is an identity that feels both timeless and new. One board member described it best: “It still feels like us, but now it’s something we can carry proudly into the future.”

When the refreshed identity was presented, hesitation gave way to pride. Volunteers and campers alike were eager to wear the new logo on apparel, to see it on signs, to share it as a reflection of who they are.

Tools That Empower the Community

The visual refresh was only part of the story. Tellwell also delivered a full brand guide, Canva templates, and a strategy document to make sure the new identity would not just sit on a shelf. These tools empower the team, many of them volunteers, to tell their story clearly, consistently, and beautifully for years to come.

Celebrating the Launch, Dreaming Forward

The new brand debuted at camp in June 2025, where campers and counselors celebrated together. From t-shirts to signage, it became part of the shared experience.

Looking ahead to larger donors, expanded programming, and new ways to support families, Kamp KACE now has a strong, unifying foundation.

Because the heart of the story has not changed: kids facing cancer deserve a place where they feel safe, supported, and free to be themselves. Now, their brand reflects that truth more clearly than ever.

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