Brand Identity: crux.

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.

See Full Brand Kit

Visual Identity

When formulating a visual language for crux., what mattered most was recalling what makes our brand and identity unique: we are made of some pretty strong stuff, from the climbers we design for to the mushroom-based mycelium material of our holds.

Brand System

Across contexts, crux.’s branding guidelines stay clear while keeping the creativity that drives our sport.

Social Media Presence

Social media consists of event marketing, product launches, and highlighting leaders in the crux. community through ambassador spotlights.

Product Packaging

Social media consists of event marketing, product launches, and highlighting leaders in the crux. community through ambassador spotlights.

Marketing Campaigns

This campaign explores how outdoor advertising can move beyond static posters, using interactive installations to invite audiences to experience crux. products in the same physical, hands-on way they are designed to be used.

Store Signage

In-person locations allow our audience to experience the mycelium material and learn what makes crux. unique. Trust in innovative materials is earned and crux. believes in centering the community in their work.

Full Brand Kit

  • An image of the Cultural Center.

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