Case Study

The stopgap becomes a brand

Fox Summit — holiday camps for children and teenagers

For Fox Summit we turned a static stopgap page into a website of its own — with an icon system built from the abstracted fox head, seven brand colors, a visual language of its own and a page that speaks directly to its young audience.

Education
Hospitality & Leisure
Entertainment
Branding
Graphic Design
UI/UX Design
Web Design

Fox Summit homepage: a group of teenagers in ski gear in front of a mountain panorama, with “Wir sind FOX SUMMIT Feriencamps” above

Snow in your face! Or is it a logo animation? When action and branding become one, no second look is needed.

A fox wearing mirrored ski goggles against a dark background, with the FOX SUMMIT lettering below — More than a mascot: the AI-generated fox combines brand character, recognition and visual presence.

Animation in which the fox, antler and paw icons flow into one another — All key visuals, one style: the logo element becomes a visual language that carries the entire design. Fox, antlers and bear paw (and more) merge into the new symbolism of Fox Summit.

The slider stages every activity. Retouching, lighting and movement turn pictures into an experience. That is how the imagery becomes a dynamic world that pulls you outdoors.

Gradient from orange through magenta to blue — Gradients instead of colorlessness. The new design goes for dynamism and depth where pale areas used to dominate. The gradients are more than a stylistic device, they create atmosphere and guide the eye.

Gradient from yellow through green to blue — Gradients instead of colorlessness. The new design goes for dynamism and depth where pale areas used to dominate. The gradients are more than a stylistic device, they create atmosphere and guide the eye.

Color tile Fox Orange, #F39C00 — The new color world feels lively, bold and unmistakable, and it meets the audience exactly where it moves. Strong tones, high contrast and a dynamic color system create a visual environment that is allowed to think as loudly as its audience.

Color tile Fresh Magenta, #E90189 — The new color world feels lively, bold and unmistakable, and it meets the audience exactly where it moves. Strong tones, high contrast and a dynamic color system create a visual environment that is allowed to think as loudly as its audience.

All key visuals and main colors at a glance. Simple means, big effect, as an extension of the corporate design by our colleagues at dombek—bolay, also from Düsseldorf.

Pattern swatch with white fox heads on blue — The color palette and the icons open up countless design possibilities.

Pattern swatch with black fox heads on magenta — The color palette and the icons open up countless design possibilities.

Type specimens of AZ Gafers, Euclid Flex Bold and Red Hat Text Bold on a black background — AZ Gafers provides character in the background, Red Hat Text and Euclid Flex bring structure and legibility to the design.

Laptop showing the “Alpenfasching” page on a dark background — Clearly guided, clearly decided! Orange pulls straight into booking, blue opens the space for advice. The choice of color follows no gimmick, it follows the customer journey.

Card design “Alpensommer” with a group photo in front of a mountain lake — Every activity gets its stage. Visually strong, atmospherically staged and immediately relatable for the audience. That way orientation does not feel like information, it feels like anticipation.

Card design “Alpenwinter” with skiers in the snow — Every activity gets its stage. Visually strong, atmospherically staged and immediately relatable for the audience. That way orientation does not feel like information, it feels like anticipation.

Display board in magenta and orange with the FOX SUMMIT lettering and the icons — Whether in reddish tones or bluish ones: the design is bold, direct, recognizable. The visual language also works as digital signage and becomes a visible surface.

The same board in green and blue — Whether in reddish tones or bluish ones: the design is bold, direct, recognizable. The visual language also works as digital signage and becomes a visible surface.

Several iPhones side by side with colorful app tiles for winter and summer camps — This is what the sections or buttons of a Fox Summit app could look like, but one thing is clear: an eye-catcher on mobile too.

Two ID cards on lanyards in turquoise and magenta, with the fox head as a cut-out — This is what a ticket to the adventure world could look like: with visibility, clarity and the recognition value of the brand. Access like this is not administered, it is designed.

A format that can do more than stick. As stickers, the symbols unfold their potential wherever the audience shows up.

Snowboard in magenta with an all-over fox head pattern — Fancy a new board? Sure, but the fox has to be on it — and the matching ski goggles with it. You have to turn up at camp with style.

Ski goggles with a mirrored lens and Fox Summit lettering — Fancy a new board? Sure, but the fox has to be on it — and the matching ski goggles with it. You have to turn up at camp with style.

Illuminated billboard at night with the question “Are you ready?” and the fox in ski goggles — On the bus ride to camp, seeing a billboard like this would be something special, wouldn't it?

Action-packed web design for a young audience

When Fox Summit got in touch, it was quickly clear that the existing website was not a showcase but merely a redirect. A static landing page without real content.

What was missing was everything that makes a brand tangible. No way in, no tone of address, no sense of what Fox Summit actually means. Our job was to change that.

The creative way in came through the icons. From the abstracted fox head in the logo we developed a visual system that step by step grew into the basis of the brand communication.

The moment the visual language took shape, it became clear how much of the design is told through color. We did not simply define colors, we built a rhythm.

The images deliver the emotional core. Snow, water, movement, light — every shot was filled with life instead of merely meeting a standard.

The result is a digital presence that speaks with its audience and has no need to hide. Fox Summit has not just become reachable, it has become visible.

Client: Fox Summit
Studio: Creative Agency WAGEMUT
Services: Branding, Graphic Design, UI/UX Design, Web Design
Industry: Education, Hospitality & Leisure, Entertainment

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