Code Camp Brand Evolution
We first began working with Code Camp co-founders Ben and Pete and their team in early 2017, starting with a strategic review of their existing branding.
Code Camp had experienced some incredible success since first launching in 2013, rapidly growing to over 22,000 kids attending camps across 92 sites. The company had also expanded to 28 full-time and 1,000 part-time team members across Sydney, Melbourne, Adelaide and Canberra.
Through our initial discovery process, it became apparent that the organisation needed to do more than just codify a brand style guide, but to go back to the core of why they exist to gain internal alignment, strengthen organisational culture and ultimately evolve their brand.
Services:
Core identity design
Brand strategy
Brand identity
Co-design
Web design
Why discovery
Our co-design workshop facilitates leadership and company-wide conversations that generate invaluable insights informing the creation of truly meaningful brands. From this process, we sharpen our client’s core purpose together with company values, which then become the strategic drivers of every business decision, as well as the basis of all design applications.
What clearly emerged for Code Camp was that their organisation isn’t just about teaching coding, it’s about giving kids the tools they need to be masters of creation.
From this we redefined their core purpose – “We exist so you can create anything you can imagine” – and set out to reflect this by delivering a dynamic identity which was limitless to the imagination.
Result
In 2017 Code Camp saw 510% in growth, being listed as No.3 in 'Smart Companies 2018 Smart50 Awards, awarded first place in the Deloitte Tech Fast 50 Rising Star Awards (fastest-growing new business in Australia) and a finalist of the Telstra Business of the Year Awards.
Code Camp doubled their intake in the first consecutive school holidays after our brand launch and have since expanded to the USA and the UK.
They have since taught more than 90,000 students to code, operate in more than 100 locations and have gained sponsorships with Westpac, HP, Google and Intel. Code Camp has also expanded to include Code Camp World, an online 3D platform for learning to code.
Brand evolution
There are always considerations to be made in evolving an established brand, particularly one that kids already recognise. While the discovery process revealed new design principles, we also knew we needed to create something that was an evolution of the brand identity rather than an entirely new concept.
Our vision was to evolve the brand in a way that reflected the limitless worlds the kids were learning to code in the camp trainings. With this insight, we evolved the existing generic infinity symbol logo into an adaptive brand device that morphs and changes to represent these different worlds.
Art direction
Brand application
Brand guidelines
Website design
The challenge in the design for the website was to design something that was appealing to the kids but allowed the parents to complete the task of purchasing. After a thorough discovery process we created many low fidelity iterations, paper prototypes and user testing. When we knew we had the right flow and a solid framework we then applied the visual design of the fresh identity. The website was launched, AB tested yet again making certain we had achieved the optimum result, best conversions and user experience possible.
Branded environment
As part of their school holiday drive Code Camp established a physical installation in Westfield Bondi Junction. We designed a modular environment using components of the games the kids design. These elements lived on in Code Camp HQ bringing a bit of fun and purpose of ‘Creating anything you can imagine’ into the everyday working environment of the team.
