When Camp Kawartha sought to create new staff shirts and fanny packs for the 2024 season, they turned to Genumark for a project that would go beyond the standard t-shirt design. Genumark’s team took a collaborative approach, working closely with Camp Kawartha’s leaders to create items that resonated with the camp’s spirit, values, and unique identity. The outcome? A fresh, deeply meaningful design that embodied the essence of camp life for campers, staff, and families alike. Here’s how it all came together.
Camp Kawartha, a cherished outdoor education and environmental center, values experiences that connect people to nature. The team wanted staff apparel embodying this vision and creating a strong connection with their campers and staff.
The process began with a face-to-face meeting between Camp Kawartha’s camp director and Genumark’s graphic designer, Ashton Elliott. In a collaborative brainstorming session, they discussed ideas for a design that would stand out and capture a core camp experience. They landed on the concept of “canoeing through the galaxy”—a fresh take on a classic outdoor activity that resonates with campers and sparks the imagination.
“I was drawn to this idea because it was a creative spin on a classic camp activity,” Ashton explained. “And when asked about the shirt design, staff could explain the significance of using stars for navigation.” With this concept in mind, the design was centred around a celestial night sky, something campers and staff might see during evening activities far from city lights.
The design evolved further as more team members contributed their insights. Camp Kawartha’s team suggested adding a specific camp landmark—their iconic dock. This detail brought the concept closer to home, grounding the design in a place with deep meaning for the camp community. By featuring the dock, the Genumark team tied the celestial theme to a familiar symbol, creating a design that would evoke nostalgia and pride.
The final product captured the wonder of the night sky as seen from Camp Kawartha’s dock—a scene that feels both vast and intimate. The design invites campers and staff to explore and experience the magic of the camp’s natural setting while serving as a conversation starter about the significance of navigation by the stars.
The response from Camp Kawartha was overwhelmingly positive: “Our Camp Kawartha team loved the staff shirts and fanny packs that the Genumark team put together for us,” shared Emma Robert, Summer Camp Director at Camp Kawartha.
Camp Kawartha reported that these shirts were “their favourite yet,” a testament to the success of the collaborative process and the deep connection the design fostered with the camp community. Families, campers, and staff all shared their appreciation for the attention to detail and thoughtfulness behind the merchandise, which spoke directly to the heart of Camp Kawartha.
Genumark’s Camp Team, led on this project by Account Director Jess Haag, focused on understanding Camp Kawartha’s vision, community, and values throughout the process. By meeting with camp leadership and involving them in the creative journey, they developed authentic and meaningful merchandise. Emma noted, “We appreciated the personal touch that the team put into getting to know and understand our camp, our branding, and what is important to our campers and families.”
This project for Camp Kawartha is a great example of how Genumark’s approach to client relationships, collaboration, and creativity can produce something truly unique. By creating merchandise that reflects the core values and experiences of Camp Kawartha, Genumark has not only provided functional, high-quality items but also crafted memorable pieces that resonate deeply with the camp community.
That’s why we believe that branded merch, when thoughtfully created, can go beyond products to foster lasting connections and memories.
