Brand Identity Design

Visual Identity Design for climbing coaching

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.


Inner Heights



Live Site

The Process

moodboard for the project
Initial mood board presentation for the Inner Heights visual identity
Logo concepts sketches for the project
Series of concepts sketched out for the brand Icon
Main logo design isolated in white brackground
The final logo features an icon that incorporates both the initials I, and H
Logo iteration in different sizes and backgrounds
The logo's been presented in a series of variations for different uses, in size, media and colour alternatives.

About the Project

The Brief

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.

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.

The Client

[Juan] not only to help unpick my vision but also offered guidance and advice that’s helped to shape the business’ ethos.

Brand Applications

Climber on a gym wearing the Inner Heights T-shirt
Poster promoting the Inner Heights coaching services
Tablet and phone devices showing the desktop and mobile version of the Inner Heights website
Colour variations of the Inner Heights t-shirts
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