Haunted by the poverty that surrounded him on a climb of Mt. Elbrus, Russia, in 2005, 15-year old Evan Jacobsen set out to not only summit the tallest peak on each of the earth’s seven continents, but change the face of humanity while he does so – one step at a time. With a goal of raising $1m for housing for families around the world, Evan needed to get his word out. The design of Summit7’s branding, identity and web site had to inspire people to donate to his cause by eliciting emotion and garnering trust in his abilities to fulfill his end of the bargain. Summit7 is very real, as are Evan’s efforts to conquer the seven summits and homelessness.