Over The Wall Camp, a charity that provides residential camps for children with serious health challenges, has rebranded to adopt a “fresh and modern look”.

The charity said it recognised the need for a “fresh and modern look that truly encapsulates its mission and the magic it creates for campers”, adding that its new identity was designed to “reflect the joy, energy and impact that defines its work”.

The rebrand includes a new logo that aims to appeal to all of the charity’s audiences, including: campers, parents, volunteers, health professional referees, corporates and fundraisers.

The charity chose both a standard navy blue logo and a more colourful version, which features green at its base to represent grass and blue at the top to represent the sky. 

OTWC also had elements designed to accompany the logo to highlight some of the camp’s activities, including a campfire flame, climbing rocks and clouds to represent its online camps.

Emma Graver, marketing director of OTWC, said the logo was “fun, fresh, modern, playful, clear and colourful”, adding that it highlighted the charity’s move to the Derbyshire countryside after its recent acquisition of its first permanent site.

The charity’s new site is a run-down former boarding school in Derby that has been empty since 2021. Graver said it will need a “huge amount of work done to make it ‘camp-ready’” for its opening in 2026. 

“Because of this and it being our 25th anniversary, we felt we needed a facelift to reach our new audience in Derby,” she said.

✨ New Look, Same Mission, More Magic! ✨
Introducing Over The Wall Camp's brand-new look! It's all about the fun, energetic, magical, and unforgettable experiences we create together, & it reflects who we are and where we're headed! More #mischiefandmagic! pic.twitter.com/t7NPob4lMk

— Over The Wall Camp (@OVERTHEWALLCamp) August 21, 2024

The charity consulted staff and volunteers on its new look through anonymous online surveys, asking what they liked about its previous branding, what they wanted to change, what the charity meant to them and how they would describe the charity to someone who had never heard of it before.

This feedback was given to Luke Tonge, a Birmingham-based small brand designer who created the new branding using keywords from the responses: safe, fun, happy, magic and mischief.

Graver declined to reveal the cost of the rebrand but said: “To keep costs low, OTWC collaborated closely with its independent designer on many aspects of the rebrand. 

“By bringing several elements in-house and working alongside the designer, it created a high-quality new identity while being mindful of its small budget.”

Graver said: ““Our new look is more than just a logo; it reflects our growth, achievements and the exciting journey ahead.

"We wanted to create an identity that not only stands out in a crowd but also captures the essence of what makes OTWC special – our commitment to our campers and the transformational experiences we create for them.”