Summum is a boutique agency working across three pillars: athlete management, sports partnerships and professional performance coaching. Each pillar speaks to its own audience, from elite athletes to corporate decision-makers, and each one stands strong on its own. Summum asked me for the full picture: a brand strategy, a visual identity, and a website to launch it with. The challenge was to bring these three directions together under one coherent, premium identity. It had to feel exclusive and boutique, never broad or generic, without flattening what makes each pillar distinct. An identity that leans too far toward one pillar loses the other two. One that tries to please all three ends up saying nothing. Summum needed a single brand strong enough to hold all of them. I proposed a dark, sophisticated identity carried by a single mint accent, a nod to winter sports and the mountains at the heart of the brand's story. Large, outspoken imagery gives the brand its edge. Each pillar gets its own icon and photography style, so it stays recognisable within one system. A technical yet modern typeface adds speed and dynamism, and contour lines return throughout as the most literal expression of the summit idea. The identity carried straight into a compact landing page, the brand's first real touchpoint: a hero slider, a services overview, team introductions and a contact form. Interactions and animation are tuned to amplify the bold, sporty feel. Result: a sophisticated, fitting brand identity including new logo, typography and AI generated imagery. Alongside a landing page created in Webflow, a full brand guide and marketing materials for the client to work with.

Lara van der Sluijs

Senior Digital Designer bridging brand & product