The ask

A climbing outfit founder needed a ground-up brand system before launch. The challenge: bridge the gap between technical mountain safety and a youthful energy. The goal was a "retro-technical" look for a new generation of East Coast climbers.

The solve

We conducted a discovery workshop to define a "Trusted Peer" persona. Shifting away from generic tropes, we focused on accessible expertise. We established a voice that balances fun with professional authority, ensuring the brand feels community-driven yet capable of high-stakes mountain leadership.

The rollout included:

• Identity: A dialed-in brand playbook to keep on brand. A retro-feel logomark, honoring the iconic Appalachian mountains. Visually friendly and approachable for new climbers, yet rigorous and disciplined for expert leaders.

• In-the-wild: Marketing collateral that speaks to the generation they guide. Apparel and social content that blends yesteryear climbing nostalgia with modern digital vibrancy.