Summit Trade, a Czech distributor of outdoor clothing and a safety guarantor in the mountains, asked us to help them shape a new business strategy, redefine their brand, and suggest digital channels that would support this change. Since they sell both to B2B resellers and directly to end customers, they needed to balance the two channels and avoid competing with themselves.

The key challenge was how to design digital communication so that end customers get real value from Summit Trade, while resellers still see the company as a partner that supports their business. At the same time, Summit Trade was dealing with outdated systems and wanted to meet its business goals through new digital solutions.

We started with research, combining data analysis with interviews with both end customers and resellers. On the reseller side, we focused on how they view Summit Trade as a distributor and on the B2B portal, its current issues, and what they would like it to offer in the future. We found differences among resellers, so we created a survey that gathered feedback from nearly 30 clients. This allowed us to see which features of the B2B portal would be most useful. Together with the client, we then decided which of them were realistic and important, creating a clear list of priorities for future development.

We followed the research with a workshop where we worked out a concept to connect both channels and make them complement each other. This led to a new business model that matched Summit Trade’s goals. Based on this, we redesigned the B2C website and the B2B portal, and both are now gradually being launched. The results? 80% year-over-year growth in channel revenue, with the investment returned within three months of launch.

As part of the project, we also designed a new visual identity, including a logo, which was then applied to the redesigned website. The new identity strengthened the brand and unified communication across channels.