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Q LTD kreiert Erscheinungsbild für North Star Reach
25 Nov 2009
Ann Arbor-based strategic design firm Q LTD recently helped a new camp for seriously ill children take root in Michigan by developing a name and graphic identity for the emerging non-profit organization.
Q has extensive experience helping start-ups move forward with the right identity and brand positioning. But because this was also an opportunity to help some very courageous kids, the design firm knew this would be a special client and project.
The camp’s leading proponent, Doug Armstrong, had a vision of revitalizing the idle Fresh Air Camp in Pinckney, owned by the University of Michigan, to accommodate children with serious medical needs. After conducting feasibility studies, drawing up site plans, and recruiting a board of directors, Armstrong called on Q to help bring the vision to life with the development of a name, identity, and marketing materials.
“We appreciate the latitude that Doug and his team gave us as we researched every aspect of the camp, from details of the location and site plans to the camp’s unique offerings,” explains Paul Koch, creative strategist at Q. “We also gave careful consideration to the scope of the camp’s audience, which includes kids and their families, of course, but also doctors and nurses, as well as potential benefactors.”
While several identity concepts were presented to Armstrong and the board of directors, a defining moment in the design firm’s final recommendation came from a visit to the site by members of the Q team. “Often, our best insights come from exploring more than written reports. A visit to the location really shed light on how unique this camp will be,” Koch says.
The camp’s new name is North Star Reach, which speaks to the attributes of the heavily wooded site in Livingston County, Michigan, and also expresses the hope and aspiration of these kids and their families. The new identity mark features design elements that convey a playful tone while alluding to the trees, water, and stars of the camp’s scenic setting.
“It’s rewarding to know that one day many kids will have a special connection to North Star Reach through the opportunities, friends, and caring staff there,” says Alissa Ampezzan, designer at Q. “It’s a unique camp, and it deserves an identity that’s beyond ordinary.”
For more information, visit http://www.northstarreach.org.
