**This document is not meant to be shared outside of Host Churches and Chick-fil-A's in the community who are partnering with WinShape Camps for Communities without expressed written consent. Out of protection for the brand, WinShape Camps reserves the right to ask that assets created that do not adhere to these guidelines be removed or discarded if they contain the name or brandmark of WinShape Camps.
Contents
Brand Brief
Every touchpoint of our brand should be anchored by our foundational Brand Strategy, captured here.
WinShape Camps for Communities
A next-level summer camp experience for
kids to have fun while growing in their faith.
Brand Promise
Next-level Experience
Purpose
Statement
We exist to glorify God by creating experiences that transform campers and families with the message of Jesus Christ.
How We
Do It
1. Partner with the local church.
2. Create an excellent day camp expereince.
3. Engage communities together.
Personality Attributes
Personality Attributes are statements designed to help answer the question "what would WinShape Camps do?" They describe who we are and how we think. These attributes can be used a filter for a number of decisions realted to WinShape Camps and the application of our brand identity.
Strong & Steady
We are trustworthy and safe by nature, with a legacy of doing things the right way and teaching biblical truths.
Warm-Hearted
We are approachable and kind, generously caring for each kid so that they become the best they can be.
Adventurous
We are positive, enthusiastic, and geared up to explore new ways to impact campers and their families.
Playful & Bright
We are youthful and clever, taking the benefit of play seriously.
Tribal
We are connected through the camp experience, banding together where friends feel like family.
Primary: Camper Mom
"At WinShape, my child has a ton of fun, is cared for by top-notch staff and learns more about Jesus."
Audience
The Recipe
In order to keep the WinShape Camps experience the same everywhere it goes, there are six lenses through which we look at our camp program. We call these lenses our recipe.
Christ-Centered Truths
Fun Factor
Equipment Stewardship
Camp Culture
Relationships
Visual Appeal
Brand Promise
Notes
- “Next-level Experience” describes our uncommonly good camps that leave a lasting impression on campers, their families and our summer staff. When writing content, we should try to elevate this message—whether explicitly using this statement or capturing its meaning through synonymous words, themes and phrases.
Next-level Experience
Brand Voice
Notes
- When writing for WinShape Camps, we put on our Energetic Counselor hat. These attributes are a summary of what our voice sounds like, and we can use them to ensure we are articulating the right tone and using the right words to bring it to life.
Energetic Counselor
Caring but not Mushy
Confident but not Arrogant
Friendly but not Overeager
Uplifting but not Cheesy
Energetic but not Obnoxious
Key Points
Notes
- These bullet points are the key aspects of our brand that we should communicate to our audiences. We should try to include at least one of these points when writing copy about the organization.
- Life-changing, forever-difference-making summers for campers, families and staff
- WinShape offers day camps across the country
- Intentional programming led by expert-trained staff hand-picked through a rigorous application process
- Created by S. Truett Cathy, founder of Chick-fil-A
Headline Prototypes
The quickest, most effective way to bring our Brand Voice and personality to life is through a headline. Headlines are pithy lead-ins to longer, more detailed content. Typically the largest, most prominent message on a page—like the title of a chapter in a book—headlines summarize what comes next and draw the reader in.
General/Welcome
Big-Time, Over-the-Top Moments
Summer of a Lifetime
Camp your heart out.
This is your moment.
Meet you at camp!
Safety & Responsibility
Shining Examples to Lead and Be Led
Top-Notch Staff, Trained by Experts
We make a fuss about safety, so your kids can make a fuss about fun.
Fun
Hellooooo summer!
Like Recess, but Better
Epic!
Make way for life-changing, memory-making, adventure-taking awesomeness!
Camp Stop, Won't Stop
Faith
All Out Fun, All in Faith
Worship Hard. Play Hard.
Where Fun Has Eternal Significance
One part fun, two scoops of friendship, all covered in faith.
Notes
- This bank of headlines is organized into categories, according to which lines fit best for each application. However, they can be paired across categories or modified to be used as needed. Examples of pairings can be seen in the visual identity section of this document.
Conversation Starter
This is a quick descriptor we can all use to introduce who we are and why we stand apart in one simple sentence. It touches on high-level information without going into detail, empowers us in a conversation and encourages a deeper discussion.
WinShape Camps for Communities is a next-level summer camp experience for kids to have fun while growing in their faith.
One-Liner
Word Bank
Our unique personality can be reinforced with the use of signature words, key phrases and consistent use of our Energetic Counselor brand voice. This collection of terms is meant to serve as a starting point for what feels “on-brand” and can be expanded as we develop additional standards over time.
General/Welcome
Ultimate
Extraordinary
Spectacular
Incredible
Adventure
Unbelievable
Recess
Fun, Faith & Friendship
Forever-difference
When Writing About Campers
Campers: for those who are engaged or in the Camps experience
Kids: not yet part of the experience, or talking to parents
Do not use: child/children, young person/people, youth, kiddo
When Writing About Faith
Use Jesus over Christ
Prefer "faith" for broader marketing pieces
Can use God in some instances
Generally do not want to come off heavy-handed or as a "Jesus camp"
Brandmark & Symbol
Our entire system is based on waves and angles inspired by the WinShape Camps' Flag. The angle is used to divide color and composition on WinShape Camps' marketing collateral. The wave is incorporated subtly through the treatment of typography. Brandmarks and the symbol should only be presented full-color, two-color (red + white), white, or ocean grey.
Primary Brandmark
Primary brandmark is the preferred lock up for most cases.
Secondary Brandmark
The secondary brandmark is equally as appropriate for instances where the primary brandmark doesn't best serve the need visually or dimensionally.
Symbol
The symbol should be used sparingly and is most appropriate for in-program elements, camp store merchandise (except t-shirts), and social media profile images. The symbol should not be used by itself for promotional or marketing materials without the presence of the "WinShape Camps" name.
Notes
- You may separate the flag symbol from the wordmark.
- The angle of our flag inspired our system of angles and is repeated as a brand element throughout all of our collateral.
- The wave of the flag is refereced in our typography, particularly in the back-and-forth offset rag of our type.
Brandmark & Symbol Usage
Consistent and correct usage of the WinShape brandmark and symbol make for a clear, cohesive and trustworthy brand.
Brandmark Spacing
Notes
- Minimum width 1" or 75 pixels
Symbol Spacing
Notes
- Minimum width 1" or 15 pixels
Notes
- To ensure visual clarity, allow for ample space around the brandmark and symbol. This exclusion zone should be free from any other elements.
- For the brandmark to be reproduced as clearly as possible, and to ensure legibility, adhere to the minimum size for both printed media and digital interfaces.
- For embroidery and other ephemera, consult with an expert vendor for minimum size restrictions.
- Always use the brandmark at 100% opacity.
Brandmark & Symbol Misuse
Consistent and correct usage of the WinShape brandmark and symbol make for a clear, cohesive and trustworthy brand.
Do Not
A. Mix and match system colors
B. Alter opacity of mark
C. Alter proportions of symbol to logotype
D. Use full-color mark on a competing color
Color Palette
Our color palette serves as a foundation that works universally across all media. These colors will anchor and balance the brand visually. The colors are always reproduced with the color values here.
Primary Palette
WinShape Red
Deep Ocean
Slate
Secondary Palette
Dark Blue
Maroon
Yellow
Orange
Pink
Light Blue
Green
Notes
- Red is primary.
- Grays are used within the mark itself. Dark gray is also used for type. Light gray can be used for elements/dividers.
- The secondary palette is used for all collateral.
Color Pairings
Notes
- For use on flat pieces (not photography), use these color pairings.
Typography
Type is a large part of our system and an important expression of our personality. Our system comprises of three sans serifs.
Calibre Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Calibre Semi-Bold
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Calibre Medium
ABCDEFGHIJKLMNOPQRSTUVWXYZ
abcdefghijklmnopqrstuvwxyz
1234567890
Notes
- New Font for 2021 and moving forward
- Bolder for headlines
- Use Arial where Calibre is not available. Note CALIBRE is not CALIBRI
Typography: Using the Wave in Headlines
The waves of the WinShape Camps' flag inspired "the Wave" headline typographic style in our system. The wave is referenced by altering and offsetting the rag of our headlines.
1. Begin by repeating the full line of text down the length of the design. Push the lines left and right to create a wave-like effect with the rag.
2. Be sure to continue cropped letters or word fragments on the following line. Crop a letter or word fragment in such a way that it is easy for the eye to connect it with its continuation on the next line.
3. Gaps enhance the sense of motion. Use them intentionally in your designs.
Notes
- Let wave headlines breathe by increasing the leading. Do not cram.
- This wave treatment works especially well for longer headlines.
- Do not allow type to flow over subject's face.
The wave doesn't always have to flow off the page. Simply offset each line to and fro to accomplish this effect.
Notes
- This treatment works especially well for shorter headlines.
Typography: Basic Centered Headlines
An alternative to the wave is to center headlines.
Notes
- Next left- or right-justify headlines.
- Always center headlines within the layout.
Typography: Misuse
Notes
- Next left- or right-justify headlines.
- Only use white text on top of color backgrounds
Graphic Styles
Graphic Styles: Angle
The angle of our flag inspired our system of angles and is repeated as a brand element throughout all of our collateral. The angle doesn't have to exactly match the angle of the flag. It is a flexible element that packs major brand personality punch. Try to incorporate it as much as possible into all collateral.
Consider use of angles to frame the subject of a photograph or a headline.
Consider using the angle as an interesting crop for a photo.
More subtle, single-color applications for the angle can be accomplished using the halftone pattern.
Look for moments to overlap type onto the angle.
Graphic Styles: Angle Misuse
Never use a perfectly horizontal or vertical angle.
Never use one color more than 70% more than the other color on a layout.
Graphic Styles: Halftones
Our halftones are a subtle nod to Chick-fil-A's branding. Halftones should always play second fiddle to the subject. They are designed to be a subtle accent, not the star of the show.
Halftones used on duotone photography should always be blue.
Consider scale and proportion for halftones to the subject of the paragraph. Always constrain halftones within the context of an angle.
Do not produce halftone overlays on duotone photography in any color other than blue.
Do not scale-up halftones so large they feel like "polka-dots."
Do not use halftone overlays on full-color photography.
Photography
Photography is a window into the WinShape Camps experience. By telling our story with energetic photography, we win the interest of the viewer. The style and subject matter of our photos should match our brand attributes: strong & steady, warm-hearted, adventurous, playful & bright and tribal. When selecting photography, consider a mix of long shots, mid-ground photos and close-up details.
Campers
For use in marketing materials, use photography that highlights images of campers.
Notes
- Lead with duotone photography but can supplement with full color.
- Avoid images of individuals that do not best portray enthusiasm or passion.
- Consider a diverse set of subjects (e.g. ethnicity, age and gender), and various numbers of subjects (e.g. solo person, one-on-ones and large groups).
- Play with depth of field to capture "moment-in-time" action shots or portraits.
Photo Treatments: Duotone
Our most eye-catching photo treatment is duotone, highlighting an individual or group in action at WinShape Camps.
Color Combinations
Notes
- Duotones are created using WinShape Camps' blue as the "black" and one additonal brand color.
- The colors shown are the only approved brand colors for use in duotone photography. Do NOT use red.
Photography Misuse
Never use an angle to bisect or chop through a person's face.
Never use black and white.
Never remove the background from images.
Never create a red duotone or use red as an overlay.
Never use more than two contrasting colors on a single image.
When combining two photos, never use more than one color per image. Never use black and white.
Notes
- Graphic Type tiles can be used to share an announcement, headline, countdown, or quote.
- To create an overall cohesive feed, follow the prescribed pattern outlined here.
General Layout Misuse
Notes
- Do not mask photographs into unapproved shapes.
- Do not layer duotone photography onto unapproved colors.
- Whenever we lay duotone photography on a solid color, it should be one of the colors from the photograph or white.
Internal Application
PowerPoint Presentation
Letterhead
Print Application
Consider the tactile experience as important as the layout in print applications. Materials and finishing touches like thick, uncoated paper and offset printing can add to the authenticity and reputation of our brand through the overall print experience. The examples shown demonstrate both
the flexibility and consistency of our identity system.
Marketing Collateral Overview
Notes
- Lead with duotone photography and bold headlines.
- Consider opportunities to utilize the angle and halftone in lieu of a plain solid background, like on the camp schedule above.
- Consider using color to signal different camp offerings, like using pink for girls' camps.
