AIGA Minnesota Design

Client Challenge

After a three-year hiatus due to the pandemic, AIGA Minnesota needed to relaunch their signature Design Camp event with renewed energy and purpose. The organization faced several key challenges:

• Rejuvenating excitement for an established event that had been on pause since 2019

• Differentiating this year's "Northwoods" theme while honoring the event's 40+ year legacy

• Appealing to both longtime attendees and a new generation of designers

• Balancing the professional development aspects with the retreat-like, nature-inspired elements

• Creating cohesive messaging that would work across multiple touchpoints (website, email, social media, print)

• Driving registrations to meet ambitious attendance goals after the long break

Strategy & Approach

I developed a nature-inspired content strategy that positioned Design Camp as both a professional advancement opportunity and a soul-nourishing creative retreat. My approach focused on:

• Creating a rich tapestry of nature-based metaphors that tied to creative renewal

• Developing varied messaging options that could be deployed across different channels while maintaining thematic consistency

• Balancing aspirational language about personal renewal with concrete details about the event's professional value

• Incorporating playful Minnesota-specific references to build regional pride and connection

• Crafting a voice that felt simultaneously refreshing and familiar, energizing past attendees while welcoming newcomers

The strategy involved creating multiple tagline options and messaging variants that would:

1. Evoke the physical setting (Northwoods, campfires, hiking)

2. Connect natural elements to creative processes

3. Promise both professional development and personal renewal

4. Create a sense of community and shared experience

The Copy

I developed a suite of taglines and promotional copy variations that captured the essence of the event:

"Light a campfire of creativity"

"Smell the sweet Northwoods air and reconnect with your inspired self"

"Find your spark at the campfire!"

"Something about a campfire and big open skies that opens a new level of inspiration in ourselves"

These evocative phrases were complemented by more detailed promotional copy:

AIGA Minnesota Design Camp heads into the Northwoods for the first time since 2019 for an unforgettable event. Connect with Minnesota's best and most diverse set of creative talent to help relight that spark of imagination. This event is three days of invigorating conversation, awe-inspiring speakers, hands-on workshops, and plenty of fun to keep ourselves balanced. Pack your bags, grab your bug spray, and head to the woods for a relaxing yet motivating trip to your best, most inspired, self.

The messaging strategically balanced practical details with inspirational promises, giving potential attendees both emotional and logical reasons to register.