Background

We began with a deep dive into visual references, looking at vintage park posters, scout badges, retro illustration styles, and camp counselor gear. The research shaped a design language that draws on nostalgia while delivering a fresh, modern energy—an aesthetic that captures the feeling of camp yet fits seamlessly within a SaaS brand.

Design through AI

AI played the role of a collaborator for this project. With MidJourney, we explored dozens of styles and hundreds of variations before finding the right direction. The process went beyond experimentation. It was about creating consistency across AI-generated visuals, balancing playful retro textures with a polished modern tone, and weaving in Coalesce’s personality through color and motifs. The result was a retro-inspired visual system that felt immersive and inviting, designed to transport attendees into a distinct new atmosphere.

With human craftsmanship

While AI helped us explore directions and unlock possibilities, these badges were created entirely by hand. Each was carefully illustrated to capture the spirit of Camp Coalesce, combining nostalgic motifs with modern clarity. The work highlights where human craft makes the difference—turning simple icons into something intentional, memorable, and meaningful.

Result

The final result brought together nostalgia, playfulness, and polish to create a memorable, human-centered event brand. We built a cohesive library of AI-driven visuals and hand-crafted badges, designed an immersive landing page that surprises and delights, and refreshed the Camp Coalesce identity to feel vibrant, engaging, and unmistakably on brand.