2026
This project involved creating the branding and promotional materials for a hypothetical bouldering gym and community hub, with a focus on fostering a friendly and inviting atmosphere.
Designed for my university final project, HangOut was an opportunity for me to experiment and play with what I had learnt to address the issue of low retention rates for new climbers in bouldering gyms.
Process
Research
Initial broad research covered a wide range of related topics, such as why new climber retention rates are low, new climbers' mindsets, barriers to climbing, and what bouldering gyms are already doing to address the issue. This research provided a strong foundation for further research and design ideas.
Development
The next stage involved further research, including topics such as community branding and the various design aesthetics that climbers find inviting. This led on to the design work, using this research to explore many different avenues for the look and feel of the brand and the various outcomes that could work best to meet my KPIs.
Outcome
The final solution combined energy colours, rocky textures, and an illustrated rock motif to capture both the climbing and community aspects of the brand. I produced many outcomes, including social media adverts, graphic posters, merchandise, and interior design elements. All outcomes helped to shape the brand image and build a friendly and inviting atmosphere that would appeal to new climbers.
The visual route I chose to follow for the branding specifically moved away from the much more common grungy and serious aesthetic found in bouldering gym branding. Instead of making climbing appear extreme and for athletes, my branding highlights the social and community aspects of the activity.
