This project is a creative venture start up and is about empowering serious climbers

with a dedicated space to train hard and to improve their skills. Most serious climbers have a climbing space of some kind and by getting them on board with the project will enable a network of gyms to open not just in the UK but globally.

With Chalk, we are here to eliminate the stress of overcrowded, expensive gyms.

I have designed a full brand identity toolkit for a unique startup climbing gym brand who specializes in allowing climbers who own private gym spaces to rent them out to serious climbers who want somewhere quiet to train and focus on climbing projects. This is a massive global franchise opportunity which offers more than just a climbing gym. The complexity behind the brand is something thats

never been seen before within the climbing gym scene and is truly unique.

The brand not only covers the visual identity of the brand but it was split into two main phases; 1. The brand: which covers all the core business elements. This is the engine of the business. It covers the B2C & B2B elements as well as brand archetype. It slowly transitions into the visual identity side which covers logo, icons, colour, typography and art direction before going the next phase; 2. The people: which looks at the UX/UI and the user journeys as well as empthay maps.

This was a highly complex project not just focusing on the gym spaces itself but also looking at how Ai can help climbers with training. We developed a new type of climbing hold that has Ai Sensors embedded into it which gives the climber responsive live feedback about finger strength and other crucial information. The sensor links to the users account via the app and the Ai gives recommendations to improve training and also tell the climber when they are at risk of injury.

For the full case study please click here.