Camp Valcrest Branding

GOALS is a non-profit organization in Anaheim, California that believes in offering growth and opportunities through athletics, learning, and service work for underserved youth ages 6–19. David Wilk, Executive Director for GOALS, began the GOALS for Camp Valcrest initiative in early 2020. Thus far, a select team of GOALS coaches have tackled the restoration efforts to revive and maintain the previously dormant Camp Valcrest in the Angeles National Forest. GOALS for Valcrest intends to serve 200–1,000 participants annually through a free traditional camp experience, job and volunteer opportunities, and open access to natural spaces.

To bring the Camp Valcrest brand to life, I worked with David to come up with Val the fox, the friendly and welcoming mascot of Camp Valcrest. Foxes are native to the Angeles National Forest and are frequently seen around the camp. Val the fox is the heart of the Camp Valcrest visual brand, along with prominent typography based on National Park Service posters from the early 20th century. The overall look-and-feel reflects the camp’s historic roots while also being fun and playful enough to appeal to young children.