Bouldering Project Rebrand
Category
Brand Identity
Visual Design
Merchandise Design
Roles
Brand Designer
Visual Designer
Merchandise Designer
Print Designer
Tools
Adobe Illustrator
Adobe Photoshop
Adobe After Effects
Procreate
Timeframe
12 weeks
(January ’24 – March ’24)
Overview
Bouldering Project, is an established climbing gym operating in 8 cities. It is an ever growing network of climbing gyms located throughout the United States. They offer a variety of classes that go beyond climbing to keep people active indoors.
Problem to Solve
The Bouldering Project currently lacks a cohesive brand identity across its locations. The existing branding felt disconnected, failing to reflect the gym's inviting and social atmosphere.
Demographic
Research & Insight
The research phase revealed the importance of creating a welcoming and inclusive environment for all visitors. It was important to emphasize the gym's role as a fitness meeting place that provided community-focused events and spaces. Bouldering Project's essence was found to be authentic, approachable, and unpretentious. So, the visual elements that were collaged in the new branding felt unpretentious, while the pegboard textures gave it a more DIY feel that connected to the look and feel of the walls of the climbing gym to the brand design.
Design Process
The chosen theme of "Happy Climbing" prioritizing approachability while maintaining authenticity. Warm colors, active photos, and border treatments permeate the design.
The finalized logo featured lowercase 'bp' with nods to hand holds on walls and crash pads below. The interlocking letters possess a sense of connectedness to the close-knit community. Thus evoking a friendly and secure environment.
Conclusion
The final design embraced a warm color palette and carefully curated visuals to communicate the gym's inviting atmosphere and diverse offerings. Through typography and imagery, a cohesive brand identity was created that fostered a sense of belonging and encouragement for all visitors.
Other Projects:
Bouldering Project Rebrand
Ride Snowboards
Sports Motion Graphics
Darkroom Cold Brew
© All Rights Reserved.
Seattle, WA