Hub inspires to 'Expand your reach'. While broadening your horizon to try new things, meet new people and expand the community of bouldering.
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.
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.