FOUNDERS, SOUL CAMP CREATIVE, NEW YORK NY
Soul Camp Creative is a Sacred Strategy House dedicated to fostering ideas that change the world. Soul Camp combines deep personal transformation work with innovative creative design. With Michelle’s background in global pharmaceutical brand development and Alison’s expertise in communication design, and their combined training and passion in personal development, the duo formed Soul Camp Creative in 2012, and their all-women team has been growing ever since.
Their “branding from the inside out” approach offers clients more than just design — it’s a holistic experience encompassing both business and personal growth strategies. Soul Camp Creative also partners with larger teams and organizations, helping them clarify and align their visions, values, and purpose. Their work has been recognized by major media outlets such as TIME, Oprah Magazine, Travel + Leisure, Fitness, Women’s Health, Good Morning America, ABC News, Parents, Fortune, Inc., and Forbes.
Beyond their Strategy House, Michelle and Alison have launched transformative experiences like The Enchantment Experience and Soul Camp’s Adult Sleepaway Camps, extending their mission to inspire personal and professional breakthroughs.
TELL US HOW AND WHY YOU BECAME INVOLVED IN SOCIALLY RESPONSIBLE COMMUNICATIONS, AND SHARE ANY THOUGHTS ON WHY DESIGN CAN BE AN ESPECIALLY EFFECTIVE TOOL?
In 2012, Michelle left the world of big pharma with a clear mission: to bring the same high-level strategy and positioning work I had done for major global brands to those who were making a positive impact but lacked the resources to hire major agencies. I saw an emerging need, especially in the personal brand space, for authentic, distinctive branding to help mission-driven individuals and organizations stand out in an increasingly noisy world.
In 2009, Ali graduated with a degree in Communications Design from Sam Fox School of Design and Visual Arts at Washington University in St. Louis. As she navigated her own launch into the workforce, she found communities of young millennial women navigating the 2008 economic crash by creating their own businesses and/or joining the gig economy. She realized her skillset in design thinking and visual design could support these women. She started her own creative house dedicated to companies supporting human development, philosophical teaching and wellbeing.
One project we are particularly proud of is the creation of the brand, website + messaging for Jane’s Way, an organization dedicated to driving real change through DEBJ (Diversity, Equity, Belonging, and Justice) initiatives. Our challenge was to create a visual system that reflected the gravity and importance of the mission but also conveyed the humanity and shared experience at the core of DEBJ work. We collaborated extensively to ensure that every design element had purpose and meaning.
GIVEN THE CONFLUENCE OF EVENTS AND CHALLENGES OUR SOCIETY NOW FACES, DOES THIS MOMENT PRESENT ANY SPECIAL OPPORTUNITIES, URGENCIES, OBSTACLES TO DESIGNING FOR GOOD?
As we navigate complex social, environmental, and global challenges, people are yearning for authenticity, connection, and purpose-driven action. Design is not only a way to communicate — it’s a transformational tool that can inspire change, shift perspectives, and foster real-world impact. We approach each project with deep intention, aligning the visual and verbal identities of brands with their core values to amplify their message and mission.
The urgency to design for positive change is clear, but the opportunity to create meaningful work that reflects the best of who we are has never been greater. Soul Camp Creative is committed to being part of that change, helping brands lead with purpose and engage in the work that moves society forward.
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