The Way We Climb
Fall 2025

A series of spot illustrations, looping GIFs, and a hero poster for a fictional climbing-gym brand.

Created for the gym’s app and social channels, the project invites newcomers to explore climbing and discover the possibilities hidden in their own bodies, capturing classic techniques such as toe hook, dyno, and other signature moves with energy and style.

Playful merchandise extends the bright, design-driven aesthetic beyond the digital space.