Every summer, thousands of 6th–12th graders from NewSpring go to Daytona Beach to for their annual summer camp. Instead of stand-alone campaigns, Fuse needed a permanent brand that could have a theme built around it every year.
Process & Ideation
We found it fitting that a wave should signify movement and momentum — two themes of Gauntlet. Also, the obvious beach reference.
The Fuse brand has four dominant colors — we pulled blue and yellow for the first year with the new look.
It felt summery, familiar, and brought unity to the group of 6,000+ who traveled from 16 different NewSpring campuses.