Austin Bouldering project

This rebranding project was a semester long project through my branding class at UT. We were to choose a local Austin business or company to rebrand and I chose the rock climbing/ bouldering gym Austin Bouldering Project. The gym is made up of big, bright turquoise boulders with funky shapes and holds, inviting the eccentric, adventurous Austinites in. ABP transforms the system of rock climbing and its institution into a whimsical and out of the ordinary space. The gym inspires and sparks curiosity and awe to all who enter. Because of these aspects, I chose to narrow in on the whimsical and almost magical essence of ABP to rebrand its look and voice to reflect this aspect of its character. After ideating several different looks and themes, I settled on the funky, bright collage-styled design to carry out the whimsical and fantasy-like atmosphere of the gym. Through collage, I was able to overlap and stack images on top of each other, much like the act of climbing, as well as create gravity-defying, otherworldly spaces and environments. The designs, typeface, and color scheme gives off a psychedelic, 70's vibe that speaks to Austin lovers, which I felt was appropriate for this Austin-based gym and theme of whimsy.