Rock Haven
A brand worth bouldering over.
BRAND VOICE DEVELOPMENT
MANIFESTO WRITING
BRAND GUIDELINES
ENVIRONMENTAL COPY
MERCHANDISE COPY
Hold tight, a new bouldering gym is coming to Portland. But first, it needs an identity. After an extensive workshop and a few climbing trips of our own, what took shape was a brand with a sense of adventure and a heart of gold.
Bringing the outdoors in.
To capture the nostalgic roots of climbing, the design team leaned into all things weathered, worn, and tactile — pulling inspiration from national parks with gritty textures, block-print patterns, and a palette taken from the tones of nature.
But the brand needed more than visuals, it needed a voice. So, we crafted a manifesto that would ground the brand in a way that felt adventurous, supportive, and a little cheeky. From there, we built out a full set of brand guidelines to give the Rock Haven team everything they needed to bring their brand to life across platforms and touchpoints.
Extending the voice.
With guidelines in place, we carried Rock Haven’s voice across every touchpoint: route labels, t-shirts, chalk bags, and signage throughout the gym. No matter where climbers turned, the identity spoke as clearly as it looked.
Made possible by the team at Owen Jones.
COPYWRITER
Alyson Burke
CREATIVE DIRECTOR
Ethan Allen Smith
ART DIRECTOR
Rachel Avallone