A go-to climbing gym with an energetic brand identity.

I’ve visited multiple climbing gyms over the years and noticed a common occurence of poor branding consistency, often combined with an outdated brand identity. So as a creative and brand strategy exercise, I created Flash Climbing.

I designed the brand to be energetic, confident, and welcoming. To attract and connect with their primary target audience—18-30 year olds—I used a casual and upbeat brand voice across marketing and social media. This voice establishes Flash Climbing as having an inviting and ‘just come and have fun’ atmosphere. It sets up the gym to create meaningful connections with their community of climbers through their approachable tone.

The brand identity combines a bold italic font with an element of fluidity in the brandmark, merging confidence with movement. The primary colour—orange—brings an energetic spirit to the brand, and the secondary colours—blue and green—balance out the former’s vibrant energy. The photography style is light and bright, showing unedited, real people; this emphasizes that the gym welcomes climbers of all skill levels, and makes an often intimidating sport be welcoming. All of these elements come together to position Flash Climbing as a welcoming, professional, and go-to climbing facility.