Summer 365, a leading camp consulting company, was founded in 2013 by a mother-daughter duo who wanted to ensure that children and teens across the country (and the world) got to experience the same life-changing benefits of camp as they did growing up.
From specialty sports camps and community service initiatives, to summer abroad programs and camps that cater to those with learning disabilities, the advisors at Summer 365 expertly guide parents in making “the right choice.” It’s a process that many businesses have tried to replicate—including tone, manner, and style—which is why on its 10th anniversary, the trailblazing consultancy was ready to wow in a whole new way.
Since their initial launch a decade ago, several competitors had arrived onto the scene—and the camp landscape had evolved drastically. Summer 365 needed to set themselves apart, and ensure their brand and site were optimized—ready to better meet the needs of today’s clients, and truly showcase their unique approach.
FOVNDRY executed a full brand development—complete with a graphic toolkit that included a new color palette, textures, typography, and photography styles aimed at striking an emotional chord with key decision makers: Camp parents, especially moms who know just how impactful and formative the summer camp experience can be for children and teens. The new brand conveys all the nostalgia of summers’ past while still feeling fresh and uniquely ownable.
“Keeping in mind that our target audience was not the attending children, but their prospecting parents—particularly moms—we had the unique opportunity to build a brand that struck a balance between fun and fashion,” said Jase Neapolitan, FOVNDRY Creative Director. “Incorporating playful, outdoorsy elements and textures in a more sophisticated style has been a wonderful adventure in and of itself.”
Following brand development, FOVNDRY supported bringing it to life through a redesign of Summer365.com. To help showcase a robust amount of important information AND facilitate a more streamlined path to conversion, FOVNDRY conducted a full site audit, and proposed a new site architecture and user experience. The team also handled all copy, design, and development efforts—bringing consistency to new and existing content in a friendly, conversational style that matched the inspiring, new aesthetic.
The result of all this hard work? A vibrant, colorful brand and all-encompassing website that not only effectively communicates the unique, individualized services offered by Summer 365’s experts, but also elicits that summertime feeling of being at camp.
“I absolutely love our new brand. The team at FOVNDRY knew exactly what I was looking for and brought it to life beautifully. It was important for Summer 365 to stand out among our competitors, while still remaining true to who we are. They found our voice, our style, plus creative ways to highlight our benefits—all while capturing the true spirit of summer. As our business grows and expands into new opportunities, we know FOVNDRY will be right there to guide us on another exciting journey.”
– Lauren Nearpass
Co-Founder & Chief Happy Camper Officer
With a beautiful new brand and website, Summer 365 was ready to take their show on the road—hosting their first experiential onsite event: Summer 365 LIVE, The CAMP Fall Tour. They organized and hosted more than 40 summer camps from the New England area and opened the door to 400+ prospective campers and their families. It was as much a meet & greet as it was about capturing the thrill of summer in mid October—complete with a live DJ, camp-inspired crafts and activities, plus super-fun inflatable attractions.
To help get the word out, Summer 365 tagged FOVNDRY to develop a sub-brand—complete with a logo and music-inspired graphics suite—and a variety of assets including a paid social campaign, and organic social media graphics (in-feed posts and stories) for Summer 365’s camp partners to use on Facebook and Instagram. At the event, attendees were also treated to branded programs, schedules, and checklists; plus retractable banners, name badges, and plenty of cool swag.
“Our first of many events to come was a huge success. Under a super-tight deadline, the FOVNDRY team came through once again. I couldn’t be happier with work and the relationship we’ve developed over the years,” said Nearpass.
