Camel City Mahjong
Camel City Mahjong was ready to turn a fast-growing passion project into a polished, recognizable brand. Founded by a mother-daughter duo in Winston-Salem (aka the Camel City), the business teaches traditional mahjong through expert-led lessons, events, and a seasonal league, so the brand needed to feel just as welcoming as it is refined. I created a full brand identity rooted in bold, preppy color: rich berry purples and midnight plum balanced with soft pastels, porcelain blue, and playful pops of teal, red, and green pulled straight from the tiles themselves. I built the whole system around Ashley's existing camel icon, anchoring it with a circular logo and elevated serif-and-sans typography that signals both expertise and approachability. From there, I designed and built a custom Squarespace website with Acuity Scheduling, giving the client an easy, self-manageable way to book private lessons, group classes, corporate events, and league play all in one place. The result is a vibrant, modern brand and website that captures the joy and community at the heart of Camel City Mahjong, while positioning them as the area's go-to mahjong experts.
