BRAND STRATEGY • BRAND IDENTITY • CAMPAIGN • WEBSITE • SOCIAL MEDIA
Founded in 1945, Rock Springs Ranch is a 4-H camp and retreat destination located under the endless skies of the beautiful Flint Hills of Kansas. As its 75th year of operation approached, the Kansas 4-H Foundation asked Willoughby to rebrand and revitalize the umbrella brand in tandem with the launch of a major Capital Campaign to raise funds to update and add facilities and activities.
Our task was two-fold: give the retreat/conference center brand a new corporate identity that could encompass usage for everything from corporate retreats to scrapbooking clubs while also creating a camp-specific sub-brand aimed at parents, young adults and kids.
We built on classic Western imagery; bold type and deep colors that reflect the Kansas prairie with its blue skies, deep green grasses, golden prairie and red sunsets. Imagery uses both photography and illustrations based on classic Western etchings.
After the initial brand was complete, we incorporated it into a capital campaign. The theme, Think As Big As They Do, was based on the boundless dreams that all children have. The goal was to raise funding to provide experiential programming in a natural environment to teach broad, creative and critical thinking skills to all children and empower new generations of engaged citizens.