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.
Hand-crafted badges and key illustrations served as visual anchors, establishing stylistic references for the broader system. These elements grounded the aesthetic with craft detail and intentionality, providing clear direction for generated assets.
AI tools enabled rapid exploration and production across hundreds of variations following the established visual direction. Generated imagery was refined for consistency and brand alignment, with outputs adjusted to match the craft quality of hand-drawn anchor elements.
The system delivered cohesive event branding across landing page, social content, and physical materials. Workflow combining hand-illustrated elements with generated imagery maintained visual consistency while enabling accelerated production timeline.
—Devon Tackels
Director of Marketing Programs
Coalesce
