Hub climbing is Canada's largest bouldering gym. I rebranded their facility to better match with their mission to attract new climbers.
Personal project. Photo credits to Evan Jenkins.
Role
Brand Identity
Art Direction
Visual Design
Motion
Date
2021
Branding Position
Hub inspires to 'Expand your reach'. While broadening your horizon to try new things, meet new people and expand the community of bouldering.
Brand Illustration
In addition to adding a quirky element to the brand, the illustrations serve as an educational element. Each character mimics a type of hold or piece of equipment used in the facility, helping new climbers educate themselves about the sport.
Brand Styling
Bewle serves as a reflection of the stability given by the Hub, the neutral earth tones mimics the warm and comfy that they emit, and the witty copy and illustrations represent the overall atmosphere of the gym.
