Problem
Boulder's Climbing Gym has two gyms open in East and Downtown Madison with a brand personality that felt friendly and welcoming without a clear established visual identity to make the brand feel recognizable across its audience. Also, their current logo struggles to communicate what sets them apart from other local climbing gyms.
Solution
Identify a narrower target audience to be able to brand Boulder's Climbing Gym in a way that resonates and feels intentional to the new audience. This rebranding focuses on middle-aged, go-getter rock climbers who are looking to expand their climbing skillset or adventure into a new, exhilarating hobby after their mundane 9 to 5. Key words to bring back the design focus throughout the project included bold, edgy, confident, and gritty.
Skills: Branding, Logo Design, Mockup Manipulation, Adobe Photoshop, Adobe Illustrator
Textural elements that were incorporated into the new branding that felt dirty and rough helped to convey how Boulder's Climbing Gym wants their climbers to not be afraid to experiment and take risks to better their skillset. This was achieved with both the weathered, imperfect typography and dot splatter overlay used throughout the brand components.
Old Logo
New Logo
Additional Brand Components
