Where Purpose Grows
For nearly a century, Lord Somers Camp and Power House has fostered connection, leadership and service across generations. But to stay true to its mission, the brand needed to evolve, without leaving anyone behind.
"Lord Somers Camp & Power House is a dynamic and multifaceted organisation, driven by passionate stakeholders of all ages. The BrandOpus team engaged respectfully with our diverse community, ensuring every voice was heard. They went above and beyond, fully immersing themselves in the experience of Big Camp to truly understand the depth and interconnected nature of our organisation. Both strategically and creatively, BrandOpus guided us through a complex and challenging rebrand with expertise and care, making the entire process not only seamless but a pleasure to navigate."
Tim Ryan, CEO at Lord Somers Camp & Power House
Lord Somers Camp and Power House is a small organisation with a bold mission: to build a stronger, more inclusive society through service to others. At its heart is the Big Camp program, where 16 to 17-year-olds begin a lifelong journey of leadership and belonging.
But the brand wasn’t reflecting the inclusive, cross-generational spirit of the organisation. It looked overly institutional and did not resonate with younger audiences. The visual identity was misaligned with the emotional warmth of the experience, but changing the identity risked alienating long-standing members with deep ties to the existing brand.
In response, we developed a dual-brand system. The original identity was retained at the organisational level, while a new shorthand brand, LSC, was introduced to engage the next generation. The evolved crown symbol became more open and connected. Green was refreshed and paired with a palette of energetic, youthful colours. A suite of flexible assets ensured consistency across physical and digital environments.
By walking the line between evolution and respect, we created a visual identity and brand architecture that allows the organisation to grow with its people.
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