CAMP.

I had the privilege of working with Omar to build Camp, an Iraqi mobile app created to solve one simple problem: boredom. The idea was to make discovering new experiences effortless by helping people find activities, explore hidden gems, and create adventures worth remembering—all from a single platform.

From the beginning, our ambition was bigger than creating another activity app. We wanted Camp to become the go-to destination for entertainment in Iraq by encouraging people to spend less time wondering what to do and more time actually doing it. Every strategic decision was made to position the brand as exciting, approachable, and full of endless possibilities.

The visual identity was designed to reflect that same sense of adventure. Instead of following the safe, predictable route, I created a bold and playful system built around expressive illustrations, vibrant colors, and energetic visuals that spark curiosity from the very first interaction. Every element was crafted to make Camp feel alive, memorable, and impossible to scroll past.

Every project starts with a simple sketch, and Camp was no different. When I began exploring ideas for the logo, I filled pages with different concepts, searching for something that truly captured the spirit of the brand. While many ideas came and went, one stood out above the rest—the fire of excitement that lives inside the people who are always looking for their next adventure. That spark became the foundation of the logo and the idea that shaped the entire identity moving forward.

Once I settled on the idea, I knew the logo couldn't be just another generic icon. I wanted to create something with personality—a combination of a mascot and a lettermark that felt bold, memorable, and unmistakably Camp. More than just a logo, I wanted it to become a visual representation of the brand's beliefs, energy, and adventurous spirit, capturing the excitement that Camp exists to inspire.

After that, I decided the mascot deserved an identity of its own, so I named it Blaze. I wanted Blaze to be more than a static character with a single expression—I wanted it to have a personality. By giving Blaze a wide range of emotions and expressions, I created a mascot that could adapt to different moments and live naturally across the brand's touchpoints. This made the identity feel more human, more playful, and far more memorable than a traditional mascot.

Typography played a huge role in shaping Camp's personality. I chose a bold, modern typeface that feels approachable, energetic, and easy to read across every touchpoint. Its clean geometric forms perfectly complement the playful illustrations and vibrant color palette, creating a visual language that feels confident, youthful, and unmistakably Camp.

To bring everything together, I documented the entire identity in an 84-page brand guidelines book. Every decision—from strategy and logo construction to colors, typography, illustrations, and real-world applications—was carefully documented to ensure Camp could grow consistently while keeping its bold personality intact. For me, great branding doesn't end with a logo; it ends with a system that anyone can use with confidence.