The Gathering Camp
The Gathering Camp Women's Entrepreneurship & Wellness Experience. A self-directed concept project by Nakia Queen, Creative Brand Strategist
Service
Brand Strategy & Identity
Client
Concept
The Brief
In 2020, a specific kind of woman was emerging — the girl boss. She was building businesses, leading teams, and hustling at a pace that left little room for restoration. The Gathering Camp was designed for her.
Not a conference. Not a retreat. Something in between, an immersive social camp where women entrepreneurs could step away from their businesses long enough to remember why they built them.
Brand Strategy & Positioning
Target Guest: The women-led business owner across industries — ambitious, networked, and hungry for community with women who understand the weight of building something from nothing.
Brand Positioning: The Gathering Camp sits at the intersection of professional development and personal restoration. Where traditional networking events feel transactional, The Gathering Camp creates the conditions for genuine connection — through shared experience, intentional programming, and an environment designed to make every woman feel like she belongs at the table.
Brand Idea: Amplify your game. Together.
Visual Identity
The brand identity was built to feel like the women it served — warm, bold, intentional, and unapologetically ambitious. The color story, typography, and visual system were designed to work across digital, print, and physical brand touchpoints — from the social feed to the swag bag to the welcome signage at camp.
Digital Brand Strategy — Social Presence
The social feed was designed to do double duty — attract the right woman and repel the wrong one. Bold visual direction, community-forward content, and a consistent brand voice that communicated authority without intimidation. Every post asked the same question the camp itself asked: what would you do if you had the right women in your corner?
The Deliverables
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Brand positioning framework & audience strategy
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Visual identity system — color, typography, logo
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Swag bag art direction — tote, water bottle, mug, magazine
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Brand board & moodboard curation
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Social presence direction & Instagram grid strategy
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Environmental brand touchpoints — signage & welcome experience
What This Demonstrates
The Gathering Camp required building a complete brand world for a very specific woman at a very specific moment in culture. Every decision, from the swag bag to the sound bath, was rooted in who she was and what she needed. That's the work I bring to every brand I partner with: not just a visual system, but a world she wants to live in.
"What would you do if you had the right women in your corner?"
The Experience
Guests arrived at a curated swag bag containing branded essentials, a tote bag, a water bottle, a mug, and a custom magazine featuring stories from women in the community. Every touchpoint was designed to signal one thing: you are among your people.
Programming was built around the whole woman sound baths, yoga, breathwork, and red light therapy for restoration: networking happy hours, workshops, and fireside conversations for connection.
Nature activities, bikes, canoes, kites, to awaken the playful, creative energy that building a business can sometimes bury.
Lodging in luxury A-frame homes with fire pits, s'more makers, swinging chairs, and skylights opening to the night sky. Phones in the safe. Presence mandatory.
