[consulting | branding work | strategy, creative direction, experiential design]
http://campyoshi.com
I had the pleasure of helping to conceptualize and launch a healing initiative called Camp Yoshi in the Fall of 2020. The goal was to create a space in the outdoors for Black people, especially men, and our allies to go heal and disconnect. It’s gotten way bigger than that. Now they’re consistently booked two years out, navigating partnerships with the likes of Northface and Leathermann, and getting insane press coverage.
This was a passion point for me, as Camp Yoshi’s founders, Rashad and Ron Frazier, are childhood friends and this was something we had talked about for years. Special shoutout to Rashad’s wife Shequita, who is also a powerful part of the Yoshi braintrust.
They trusted me to come in, help them shape the vision, package the offerings, map out and strategize the Minimum Viable Product and take it to market.
The brand DNA, look, feel, voice, philosophy phrasing and social media vibe all have strong notes of my thinking therein, and it’s an honor to be a part of the Camp Yoshi extended family.