Context
A local bouldering gym’s existing logo felt disconnected from the sport, confusing, overly complex, and intimidating to new customers.

Insight
Bouldering is challenging, but the community around it is welcoming, something the brand wasn’t communicating.

Big Idea
Redesign the identity to reflect the true spirit of bouldering: approachable, clear, and inviting to climbers of all levels.

Execution

• Redesigned the logo with simplified, recognizable forms inspired by climbing holds and movement

• Developed a visual identity that balances strength with approachability

• Refined typography and layout for clarity and accessibility

• Applied the new identity across brand touchpoints to create a cohesive and welcoming experience

Process
Analyzed the existing brand’s gaps, researched bouldering culture and community values, explored visual directions through sketching and iteration, and refined the final identity to align with both the sport and its audience.