The Olympics introduces an exciting new sport.
Indoor climbing appeared in the Summer Olympics for the first time in 2021. Already a thriving growth sport the games expected to inspire many people to want to try climbing for the first time after seeing competitors do amazing, exciting and inspiring things in the speed, bouldering and lead climbing elements of the competition..
We needed to create a campaign and brand assets that welcomed these Olympic inspired people into the friendly world of climbing walls and let them know that regardless of experience, fitness or strength, climbing walls were ready to welcome them into a fun, rewarding and exciting sport.
An adaptive logo system
A bold bright logo system that echoes the shapes thrown by climbers, felt like it was moving in it’s static form and also offered the possibilities of animation across social media assets was created.
