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A complete brand and digital rebuild gives Camp WeHaKee the foundation to grow enrollment and carry a 103-year legacy forward.
"WeHaKee finally has an online presence that matches what this place actually is. Families actually find us now online and immediately want to come."
Camp WeHaKee has been on Hunter Lake since 1923. Over 100 years of tradition, a loyal community, and a mission that has not changed: give girls a place to be themselves, away from everything.
Stacie Simpson and Cory Harrison came on as the new directors with a clear goal: build the foundation that would carry WeHaKee forward. Enrollment needed to grow. The brand needed to reflect the place. The digital presence needed to work.
Polaris worked with Stacie and Cory to take on the full scope: brand identity, a custom website, an SEO/AEO strategy built to rank and convert, professional video production, a social media overhaul, Google Search Ads, and an interactive camp map that set a new standard for the industry.
What we did
A camper's journal became the creative foundation. We reimagined the entire visual identity through a hand-drawn illustration style, like a girl sketching her summer as she lives it. The wordmark, the W symbol, and the full icon set share the same line weight, texture, and character.
The color palette was pulled directly from camp: pine shade, lake haze, golden-hour light. Every color has a reason to be there. We avoided loud, saturated colors on purpose. WeHaKee in real life is naturally muted and beautiful, and the brand reflects that.
The result is a complete visual identity covering logo, wordmark, color palette, illustration style, and full brand guidelines across web, social, merch, signage, and video. Nothing generic about it. Every asset across the project runs through this system.
This was a large build. The WeHaKee site covers a homepage, four program pages, four activity category pages with individual activity detail pages, a directors page, an about page, a health and safety page, a contact page, a Resource/Support Center with 50+ published articles, and others. Every page was custom designed based on our new brand.
The backend was built so Stacie and Cory can make updates fast. New posts, program changes, activity additions, announcements: all manageable without a developer. Built to grow with the camp, not to be replaced in a few years.
The structure follows how families actually make this decision: browse by program, explore by activity, see the facility, read what other parents say, then enroll.
We built a full SEO and AEO strategy for WeHaKee covering both Google and AI answer engines like ChatGPT and Perplexity. The Resource Center launched with 50+ articles targeting the exact questions parents search before enrolling.
The FAQ library covers hundreds of questions across every program and activity page, each structured with schema markup so answers surface directly in search results and AI responses. Every page launched with a complete technical SEO build, and the full domain migration was handled with every legacy URL preserved and forwarded.
We elevated WeHaKee's content presence from the ground up. Our team went on-site and produced a full overview video that serves as the centerpiece of the homepage and the primary enrollment driver across every channel. We produced short-form video content for social, built a branded cohesive look across platforms, and produced individual activity category videos that run on the site and double as social assets. The focus across all of it was showing what camp looks and feels like, not describing it.
The results speak for themselves. Multiple short-form pieces gained massive organic traction: one reached 58K views & 1,687 likes. The second hit 28K views and 2,731 likes. Both pulled the majority of their traffic from the For You page, meaning they reached parents who had never heard of WeHaKee.
Parents and kids need to see a camp before they commit. We built something that gets them as close as possible before they ever pack a bag.
Our team went on-site and captured the entire property in 6K. We built a fully illustrated map of the grounds in the WeHaKee brand style: every cabin cluster, trail, waterfront area, and activity space drawn with spatial accuracy. We brought it to life with animated hotspots across 30+ locations, 6K video embedded at each one, and optional ambient nature sounds recorded on-site. Click anywhere on the map and you are inside that part of camp.
It lives at campwehakee.camp and is embedded in the main site. We think it sets the standard in the industry for interactive camp maps.
We rebuilt WeHaKee's Google Search Ads from scratch with a focus on quality over volume. New campaign structure, tightened targeting, and ad copy written to attract families already in the decision window, not casual browsers. Combined with the new site and resource center, paid search became a direct driver of enrollment inquiries throughout the season.\
None of this happens in isolation. The brand, the website, the interactive map, the resource center, the revamped Google Search Ads, and the short-form content strategy all worked together.
And Stacie and Cory's lead cultivation, personal outreach, and relationship-building is what turned all of that interest into enrolled campers.
A director transition year is one of the hardest enrollment cycles a camp can face. WeHaKee hit its goals anyway.
"WeHaKee finally has a brand and a website that match what this place actually is. Families find us now, and they already know why they want to come."
-Stacie Simpson and Cory Harrison, Directors at Camp WeHaKee