crux. branding kit

New York

2024

For my final, semester-long branding project, I was tasked with creating a company and designing a branding guidelines kit that spoke to the company identity, audience, and mission. Using Adobe Creative Suite and Blender and inspired by my background as a climbing instructor, I created the brand kit for crux., a mycelium climbing hold manufacturer committed to inspiring creativity while giving back to the origins of the climbing sport.

By connecting strategic positioning with visual design decisions, I created a user-centered brand identity framework that balances professionalism with accessibility backed by desk research and market swipes. The resulting guidelines establish a shared visual language that can scale across communications, partnerships, and future company growth under the guiding principles of sustainability, accessibility, and exploration.

  • An image of the Cultural Center.

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