THE OLIVERS

Gauntlet

 
 

Gauntlet

Info

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. 

Branding

Role: Designer
Creative Director: Tadd Tatum
Motion: Jon Quigg
Photography: Chris Isham

 
 
 

Process & Ideation

We found it fitting that a wave should signify movement and momentum β€” two themes of Gauntlet. Also, the obvious beach reference.

 
 
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Application

The Fuse brand has four dominant colors β€” 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.

 
 
 

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