WHO ARE YOU, AND WHY SHOULD I CARE?
Camp Fire has always had a branding problem — starting with a name that has absolutely no relation to what they do.
In 2020, Camp Fire National profoundly altered its mission — adopting a strategic plan emphasizing feel-good platitudes at the expense of tangible, measurable programs to support youth development.
Stated more bluntly, it was a nakedly opportunistic grab for politically-correct affirmation — offering the children it purports to serve absolutely nothing of substance to advance the mission of helping mold them into caring, responsible, employable adult citizens of their communities.
Which is when the Alabama chapter chose to disassociate and rebrand.
Our first job was to answer the question: Who are we and what do we do? Once we answered that question, we rebranded the organization with a new messaging strategy & positioning statement — followed by a new name, brandline, logo and website.
