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Brand Strategy of the GRIP Climbing Network

Supporting the Expansion

New Heights

In 2015 we implemented a brand strategy and design for GRIP Climbing Hall in Nijmegen. In 2016 we supported the expansion of the brand, as the company opened a state-of-the-art bouldering hall.

Our Services
Branding, Graphic Design, Interior Branding
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Finding the Right Route

The expansion of the original GRIP Climbing Centre to include a bouldering hall, meant the brand had to expand, too.

The building in which the boulder hall would be located was to be completely renovated to accommodate the new facilities. This created many possibilities in how the brand could be placed inside the hall.

The first step was to develop new brand colours. In cooperation with the client and Walltopia, the company that engineered the walls, we created a colour palette and colour combinations across the whole gym. The second step was to create a logo and house style that was consistent with the GRIP family, and yet unique and recognizable on its own.

To support the launch we created a short film that enabled the climbing community to get a look behind the scenes of this massive construction.
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The aim for interior branding was to create an abstract reference to the outdoor, with colours inspired by ice, rock, grass, and water.
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Logo

The logo of GRIP Boulder Gym was to be aligned with the logo we created for GRIP Climbing Centre, in 2015. In both logos, you see shapes that have been inspired by climbing wall structures.

While climbing centres tend to have more slabby walls, bouldering halls are known for their overhanging walls. These characteristics are reflected in both logos.

The colours of the elements in the logo represent the various difficulties in the climbing and bouldering routes. The higher a colour is located in the logo, the more difficult the corresponding route.

Interior Design

As Walltopia was engineering the walls, we worked on the colour scheme, using digital 3D-models. The aim was to create a real outdoor feeling – inside the climbing hall.

We also introduced brand elements into the concept of the bar and designed the signage inside the bouldering hall. This helped create a consistent look throughout the building.

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About GRIP Boulder Gym

GRIP Boulder Gym is the newly built ‘little sister’ of GRIP Climbing Centre, for which we did the branding in 2015. GRIP is one of the leading players in the Dutch climbing and bouldering industry, located in Nijmegen.

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