Event identity for Camp Coalesce, Coalesce's annual data transformation training program. The system combines AI-generated illustrations with hand-crafted elements, creating 300+ assets across digital and print channels while maintaining brand consistency with the parent Coalesce identity.
Visual Identity
AI-Driven Illustration
Web Design
Event Collateral
SaaS
B2B
Community Event
The visual language drew from nostalgic references—vintage park posters, scout badges, retro illustration styles, and camp counselor gear. These influences created a warm, familiar aesthetic appropriate for a modern B2B SaaS audience.
The core challenge was balance. Leaning too heavily into nostalgia risked feeling gimmicky; an overly restrained approach could dilute the spirit of camp. The solution needed to feel expressive and immersive while maintaining brand credibility.
Working with Midjourney for the first time, the challenge was learning in real time how to translate a defined visual direction into consistent AI-generated outputs across hundreds of variations. Dozens of styles were explored before landing on the right aesthetic: 3D-inspired retro illustration that balanced nostalgia with a polished, modern tone. The key difficulty was achieving visual consistency across generated assets, ensuring each image felt like it belonged to the same world rather than a random collection of outputs. AI-assisted production ultimately saved 50+ hours compared to traditional illustration workflows.
The visual anchors were hand-crafted badges drawn from vintage scout patch references. These set the quality and stylistic standard for the broader asset library, providing clear direction for tone, texture, and detail before AI-assisted production began.
The final system spans 300+ on-brand assets across landing page, social content, event collateral, merchandise, and stickers, all tied back to the parent Coalesce identity through color, motif, and the brand's node graphic language.
The system delivered cohesive event branding at scale, combining hand-illustrated elements with AI-assisted production to meet an accelerated timeline without sacrificing visual consistency.
—Devon Tackels
Director of Marketing Programs
Coalesce
