SF School / Small World Wow Camp
Branding System
Design Lead:
Chiao Huang
Chiao Huang, Jennifer Jang
The San Francisco School

The SF School asked TBD* to design a brand identity for their new camp Small World Wow. The camp serves 5th-8th graders and its mission is to provide kids with a diverse and cultural experience. The identity needed to feel diverse, contemporary, energetic, playful, welcoming, and celebratory. After further conversations with SF School about the goal of the Small World Wow, we also established that the camp should:

1. empower every camper to become confident, mindful, and culturally conscious.
2. educate every camper to understand and admire cultural diversity.
3. celebrate places of origin for Black, Asian and LatinX students within our community.

Our competitive research revealed that diversity is lacking among Small World Wow’s competitors in and around the Bay Area. Informed by this last insight we isolated three core values to inform the identity design: diversity, education, and passion. With all this in mind, we created a flexible and exuberant brand system that embodies these values in all its various applications.