BOLD. CONFIDENT. fearLESS.
CAMP FOUNDER GIRLS
Custom Wix Web Design & Graphic Design for America’s First Historically Black Summer Camp for Girls
ABOUT THE PROJECT
Founded by educator Mattie Landry, Camp Founder Girls began in 1924 as a trailblazing space where young Black girls could experience the freedom and joy of the outdoors.
At a time when segregation made those opportunities nearly impossible, the camp offered a powerful haven of sisterhood, self-discovery, and connection to nature.
Fast forward over a century, and the camp has been beautifully reimagined by Black Outside, Inc., an organization focused on reconnecting Black youth to nature. The camp’s programming was growing, and the impact was undeniable—but the website didn’t reflect any of it. It felt cold, outdated, and didn’t speak to the joy and boldness of the girls themselves. There was no clear path for supporters to donate or families to register, and the visual tone felt completely disconnected from the broader Black Outside brand.
Alex Bailey, Founder & Executive Director of Black Outside, Inc., reached out for a full redesign—not just to refresh the look, but to help tell the story, create functionality that served real needs, and create something that felt truly aligned with their mission and rich history.
SERVICES PROVIDED:
Custom Web Design
Graphic Design
THE OPPORTUNITY
To create a website that reflected the joy and energy of the girls it was built to serve.
When we first connected, the Camp Founder Girls website felt frozen in time—but not in a nostalgic way. The stark white background and clunky layout lacked warmth, energy, and ease. It didn’t reflect the magic of the camp or the vibrancy of the girls it served.
The site also lacked functionality. There was no clear way to get in touch, no form for camper registration, and no platform to support online donations. It existed in a silo—visually disconnected from the broader Black Outside, Inc. brand and practically disconnected from the camp’s growing momentum. The team was clear: they wanted the site to feel like the girls. Bright, bold, curious, and full of life.
STORYTELLING •
STRATEGY •
DESIGN •
STORYTELLING • STRATEGY • DESIGN •
OUR STRATEGY
A clear vision to design a site that would serve as a digital campfire—warm, magnetic, and grounded in legacy.
We set out to create a website that felt like a digital extension of camp—welcoming, vibrant, and deeply rooted in story. Our strategy focused on three key areas:
Visual Storytelling – Leading with candid photography and compelling copy immediately immersing visitors in the camp’s values and joyful moments.
Enhanced Functionality – Integrating contact forms, camper registration, and a donation platform to support growth and engagement.
Graphic Design – Creating custom badges that embodied the spirit of the camp’s core values: bravery, confidence, creativity, and strength.
Every design decision was made with intention, blending history with a youthful edge and balancing storytelling with function.
Design Details
We designed badges that gave the site personality and meaning, down to the smallest detail.
One of the most unique elements of the redesign was the set of custom-designed badges. Inspired by traditional camp insignias and modern illustration styles, each badge represented one of the camp’s foundational values.
We designed these to feel like modern heirlooms—symbolic anchors that added depth and playfulness to the site. Whether visitors were learning about the program or navigating key actions like donating or registering, the badges served as visual cues that grounded the journey in story and spirit.
They also introduced a visual language the organization could carry across future print and digital touchpoints, helping to strengthen their identity long-term.
custom wix web design
The final site is joyful, intuitive, and aligned with the mission of Camp Founder Girls.
The new site has become a vibrant, easy-to-navigate hub for the Camp Founder Girls community and beyond. It honors the program’s legacy while helping support its future.
Since launch:
Families now have a clear and welcoming path to register their girls for camp.
Donors and partners can easily support the camp directly through the website.
Site engagement has increased across the board with longer visits and higher interaction.
The redesign contributed to the program’s rising visibility, including a featured documentary in BET’s America In Black series, produced by Queen Latifah and Procter & Gamble.
Most importantly, the client shared that the site now feels like a true reflection of the girls, their joy, and their story.