Connecting young adults in London with their inner child.
London Climbing Centres
Talking to various different climbers at LCC after recently taking up climbing in London, I found that their current branding didnt reflect the centres story and feeling people had when on the walls.
The key features of these centres, the sense of community and playful challenge when on the wall were being overlooked. I wanted to create a brand that reflected what I and my fellow climbers felt when they stepped into the centres around London.
Solution
Anchoring on the idea of a communal playground. The story now focuses on the idea of the centre being ‘a playground for adults’, reflecting those that are inside its walls every week and creating a brand that is accessible, inviting, and warm.
The new look has a childlike fun at its core. It invites members to chalk up, hit the wall and champion their inner wanderer.
It embraces the weird and wonderful, the oddballs and flashers and emthesises that the climbing community goes beyond its walls.
Brand identity / Editorial / Icon design / Brand roll out / Motion design
Our main logo has diversity and playfulness at its heart. Made up from the two brand typefaces used, Champ (TypeEverything) and Mycenna (GoodTypeFoundry).
These typefaces have a cheerful and approachable personality and were chosen to reflect not only the diverse communities that use LCC, but more visually, the various holds on the walls.
The brands visual identity is influenced by the visuals you see when climbing, namely the ‘start tags’ and ‘holds’.
These visuals are used throughout all touchpoints and allow the brand to increase and decrease the ‘playful’ volume to suit.
Born from the very walls themselves, our simple and rather cheeky little characters add a sense of playfulness and child like fun to the centres.
Built from seven individual shapes, that serve as the seven centres around London, these characters also represent the diverse range of climbers that have a thing for odd shapes.
Each of LCCs seven centres has its own set of colours it can use and make their own.
This makes each centre unique to the locals using them and adds a sense of friendly competition when you spot a fellow climber in the wild.