At Genumark, we know that camps are more than a place – they’re communities that shape lifelong memories. For years, our Camp Rightsleeve division has been dedicated to helping camps tell their stories through custom merchandise. Today, we’re thrilled to share its next chapter: Camp Rightsleeve is now Genumark Camp Co.
Why the change?
Rebrands don’t happen overnight. They’re about honoring the past while preparing for the future. As Katie Anderson, VP of Sales, explained, “It was time for a refresh.”
The entire camp team played a role in shaping this new identity. They reviewed ideas and voted on their favourite names, ultimately choosing Genumark Camp Co. for its clarity, professionalism, and strong alignment with Genumark’s brand.
Building on tradition.
When it came to the design process, Marc Newberry, Creative Director, drew from the division’s history. “Using previous logos for inspiration, I built on the existing brand by incorporating the tree icon. Then I dressed it up with the official Genumark font and styling so Genumark Camp Co. feels like part of the family. It’s got the same recognizable vibe, but with a bolder, more playful edge.”
The logo evolution since 1999
Marc created multiple logo sizes and options to ensure the brand can flex across every platform, whether digital, print, or in-person camp events. He also expanded the visual identity by weaving in familiar camp imagery like oars, cabins, and campfires. A broader colour palette brings more energy and versatility, helping the team capture the vibrancy of camp life.
The Genumark Camp Co. brand guide
A Sasquatch with personality.
A rebranding isn’t complete without a little fun, and Ashton Elliott, Graphic Designer, made sure of that. He gave new life to the camp division’s unofficial mascot: a friendly Sasquatch.
Once a shadowy figure in the background, the Sasquatch now has more personality – and even a few new friends.
“There were definitely some discussions about just how hairy his feet should be,” Ashton laughed.
The Sasquatch now adventures alongside a beaver, a fish, and more woodland pals, bringing a sense of whimsy and play that reflects the spirit of camp.
The rebranding of Genumark Camp Co. is more than a name change. It’s a celebration of the division’s roots, a recognition of the creativity of the team, and a promise to continue supporting camps with fresh ideas and thoughtful design.
With a bold new identity, Genumark Camp Co. is ready to make the next season of camp merchandise unforgettable!
