EMBARK

Creative Direction
(ongoing)

(Index)

In November 2024, I got a call from a friend who was trying to build a week long residential youth camp for Muslim middle schoolers. He was looking for someone to oversee content development. I had spent many years working on training content development for another youth camp, and was not sure I wanted to go back into the camp world. I told him that I would “think about it,” which basically meant that I already said yes in my mind but needed to really make sure this was the right choice.

One on hand, the opportunity felt too cool to pass up. When else was I ever going to get the chance to completely design a lasting program from the ground up? The ask was simultaneously daunting. I struggled with burnout in this kind of volunteer work & didn’t want to fall into that same trap.

The ideas started flowing & would not leave my head, which told me that I had to say yes. And thus began the greatest creative challenge of my design journey thus far.

The idea first came in the form of a cultural manifesto, which I dubbed “The Celestial Code.” It is a document codifying the content vision of Embark & defining the cultural practices & theories we aim to foster amongst our campers.

There is a strong connection between Embark’s cultural design and space, as both a cultural and aesthetic theme. Space has served as a cultural focal point, even preceeding Islamic history. In pre-Islamic Arabia, nomads typically traveled at night after resting during the day. They relied on tracking the positions of stars in the night sky to guide the group on their journey, a practice known as Anwa.

Looking to the stars was never just about knowing where to go. It was about finding direction together. From this practice of navigation emerged something deeper: a culture of connection.

Culture is an invisible force, shaping our experience as an unseen gravity. We create it, nurture it, and in return, it shapes us. We all seek a place to belong, where we can be heard and feel valued.

Embark is designed not just as an experience, but as a home. A home that exists for a fleeting moment, yet leaves an enduring mark. We do not arrive as strangers, nor do we leave as the same people we were when we came. Instead, we become part of something greater than ourselves: a shared story, a constellation of individuals connected by purpose and tradition.

The process of Muslim prayer inspires the Embark content areas. First, you look to the Horizon, gazing amongst the stars to understand where you are in the world. Next, you find Qibla, the direction facing the Ka’bah. Finally, you bend your head to Terra (Earth in Latin) and perform sajdah.

At that moment your head touches the earth, you are said to be closest to Allah.

From this process, we distilled the core content areas for Embark along with their objectives.

Horizon
Creative Skill Building

Campers build decision-making and collaboration skills to think independently & confidently solve problems through exposure to skill development content such as woodworking & leatherwork.

Qibla
Faith-based Content

Content is designed explicitly around camper’s own questions about their faith. In collaboration with religious education teachers, we craft content in increasing layers of abstraction to help guide American Ismaili Muslims to navigate their faith in the context of the modern world.

Terra
Social & Emotional Intelligence

Content guided towards camper self-exploration, through a combination of art-based expression activities and small group discussions.

Inertia
Physical Activity

Adding in structured elements of routine, refocusing on unique physical activities/games & wellness.

The 4 Celestial Orders of Embark are cultural monoliths that are uniquely adapted to each implementation of a camp or training. No iteration is the same. The culture of an order is specific to that order and maintains some level of secrecy.

Throughout the week, the Orders will compete for the Constellation Cup, earning points through teamwork, spirit, and excellence in challenges. But beyond competition, they serve a greater purpose: to remind us that we are part of something vast, something timeless, something greater than ourselves.

Camp culture lives beyond just a single training or camp implementation. It is a feeling that remains in our minds after we travel back home & shapes our own nostalgia.

The Celestial Orders were inspired by Central Asian, East African, and South Asian mythology to represent parts of the Muslim diaspora. Each Order has some connection to the stars and represents a set of values we wish to encode in our campers.

Anqa, the legendary bird from Arabic mythology, representing the largest star in the Phoenix constellation.

Hamal, the Persian name for the ram constellation Aries, representing the arrival spring and Nowruz, the Persian New Year.

Rostam, hero of the Shahnameh, representing the hunter constellation, Orion.

Makara, a mythical creature from South Asian mythology, often representing the Capricorn constellation.

The Constellation Cup is a series of activities that facilitate the cultural experience @ Embark. The first night begins with a selection ceremony that throws campers & staff into the “cultural deep end,” involving some sort of puzzle solving & chant creation.

Throughout the week of camp, there are challenges for points, culminating in a finale ceremony, where the winner for the year is announced.

Flags & Capes designed with the symbol for each Order.

Examples of puzzles that campers might complete, revealing the symbol they must find on the hidden flag on site.

This work would not be possible without the countless dedication of 100+ volunteers who make Embark happen.
Each counselor, staff member, & national team member that volunteers to make this happen is the reason this system is able to breathe & take on its own life.