Camp David Art Direction & Design

Camp David is a mindfully designed membership workspace created by Milk Studios co-founders, Mazdack Rassi and Erez Shternlicht, as a professional home to creative entrepreneurs, freelancers, and small businesses.

As in-house Art Director, taking over as the internal agency, I assembled and managed a freelance team, overseeing timelines and ensuring brand consistency across digital, print, and spatial touchpoints. Refining the brand's storytelling boosted ad conversions, elevated brand awareness, and earned features in The New York Times, Designboom, and Cool Hunting.

My contributions included designing and producing impactful print materials, digital ads, emails, a marketing website for sales, and a member portal to manage memberships, as well as leading photoshoots to deliver a cohesive, engaging experience that embodied Camp David’s mindful design ethos.

Inspired by Mies van der Rohe, brutalist architecture, cocktail lunches, walnut board rooms — with a governmental touch: stamps, forms, newsprint, magazines.

Brand Pillars:

• Fun & Playful
  Bit Weird

• Embracing Nostalgia
  The Everyday

• Approachable & Accessible
  Like a Good Friend

• Transparency
  Luxury shouldn’t be complicated

How to Market a Space Before It Exists

To attract early members while the space was still under construction, I collaborated with illustrator Jacqueline Alcántara to create Mies van der Rohe-inspired collages and technical sketches, offering an abstract glimpse into the space’s design details.

This creative strategy drove ad engagement and secured early memberships, transforming a construction site into a sought-after destination.

Art Direction & Design

Illustration & Collage: Jacqueline Alcántara

Print Design & Quality Control

Thermographic printing was used for a majority of the Camp David print materials. This process requires dusting the wet ink with a thermally reactive powder, then setting it with heat to give it a raised texture.

UI/UX Designer

As UX designer, I worked closely with the developer to enhance usability and functionality. To create a more immersive experience, we included a video tour and image carousel while restructured the site to improve SEO and ensured it rendered seamlessly across all devices, delivering an engaging and user-friendly experience.

Before

UI/UX Product Designer

The Camp David team had chosen Nexudus as their member platform, an internal tool for members to communicate, book conference rooms, RSVP to events, and manage their billing.

Led as product designer to white-label and improve the overall user experience within the constraints of the platform working closely with my engineer.

Goals:

• Improve Usability: User Experience & Interactions were confusing.

• Responsive: Platform was breaking on mobile.

• Branding: Ensure cohesive Camp David branding

Timeline:

• 8 Weeks

Engineer: Nysa Vann

Member Portal Redesign

There were lots of challenges and constraints with white-labelling an existing product, but we managed to hit our goals.

The new responsive app embodies the Camp David brand – having a vintage newspaper aesthetic, as well as simplifies a lot of complex user interactions.

Member Directory

The Member Directory allows members to have their own profiles and reach out to one another via the internal messaging system.

Bookings Calendar

Camp David has three floors, so booking various conference rooms becomes a bit complex. The bookings calendar has a "Resources" tab to allow members to have a visual of the floor plans and book conference rooms for each floor – or revert to the calendar view.

Events
The events page allows members to see what's happening at Camp David and RSVP from the platform. This also is integrated in the Bookings Calendar to ensure members don’t miss the fun.