Inner Heights Climbing Coaching
Visual Identity Design
Coach Luke helps climbers improve their technique and physical condition as well as mental toughness and managing fear. He created Inner Heights to deliver his training programs online after the pandemic closed all climbing gyms.
I had the privilege not only to train under Luke’s coaching, but help design the brand identity for Inner Heights Climbing Coaching.
The Mission
Inner Heights' focus is to help climbers improve their technique and mental toughness. This is done through bespoke training programmes created by coach Luke. I worked together with Luke to create a visual identity that brought this expertise from the gym to a new digital platform.
The Challenge
Design a brand that will support the business transition from the climbing gym into an online platform.
After a deep dive discovery session with Luke where we defined a strategy for the brand, including audience personas, brand attributes and positioning. We used this information to create a series of stylescapes that will lead the visual direction of the brand identity.
The Outcome
A completely new visual identity, reflecting Luke’s personality and professional attitude towards coaching. The new brand works perfectly for digital and print media.
Typography
Typography plays a pivotal role in the project style.
Using this range correctly allows us to create easily identifiable messaging that is clear from distraction. A strong and bold typeface with with a tall and vertical X-height was chosen to emphasise the idea of height.
