Climbcraft
Project Branding
Role Lead Brand Designer
Tools Adobe Illustrator, After Effects, InDesign, Photoshop, Figma
Agency Freelance
ClimbCraft is a conceptual branding exploration for a hybrid climbing gym, gear shop, and community café. The goal was to build a brand identity that reflects the sport's energy, creativity, and sense of belonging, while appealing to both seasoned climbers and newcomers discovering the culture.
How do you create a brand that feels like a community hub rather than just a gym? ClimbCraft needed to communicate visual variety and inclusivity, positioning itself as a welcoming "third space" for climbers of all levels.
The Challenge
The identity centers on a playful, shape-driven system inspired by the distinct forms of climbing holds. These organic silhouettes appear throughout the branding as framing devices, background shapes, and patterning, reinforcing the approachable, community-driven nature of the space.
The logo itself incorporates a stylized C, integrated seamlessly into the form of a carabiner, creating an instantly recognizable mark that's both clever and functional. A vibrant, flexible color palette supports visual variety across touchpoints, enabling the brand to feel energetic without overwhelming.
I developed a modular design system that could scale across signage, merchandise, digital platforms, and environmental graphics. The adaptable hold-shaped framing devices create consistency across formats while allowing each layout to retain its own personality.
The Approach
The ClimbCraft exploration resulted in a cohesive and highly flexible visual identity built around community, movement, and play that successfully positions the space as both a gym and a gathering place.
Impact & Deliverables:
Created a logo mark featuring a stylized "C" embedded within a carbiner’s form
Developed a shape-based visual language inspired directly by climbing wall holds
Designed a vibrant, multi-palette color system that supports visual variety across applications
Produced a scalable branding foundation suitable for environmental graphics, digital platforms, merchandise, and café/retail applications