An brand identity that I designed for a climbing brand named ‘Crux’, which embodies the culture and lifestyle of the sport in a raw and authentic manner. Some key project aims were to incorporate the gritty, unfiltered and unapologetic attitudes of the primary climbing demographic into the deliverables, since I discovered a potential gap in the market for a brand like this through extensive research and personal experience.

Handmade zine for the ‘Crux’ brand, with a distinct visual language that adheres to the brand’s overarching visual identity. Telling personal stories collected by myself from friends and the wider climbing community, blending indoor and outdoor climbing stories candidly.

Website design for Crux to imagine how the brand might live and breathe in online spaces. Using the visual language of the brand’s identity and accompanying zine to achieve a webpage that adheres to the brand values and remains consistent when applied across different platforms and media.