Brief: The Cliffs at LIC, is a spacious indoor rock-climbing center located on 44th Drive, in Long Island City. The gym features more than 30,000 square feet of climbing space—including 60ft lead walls and a gym, which is fully equipped with weights, training equipment and cardio machines.

The project ask was to create a brand that would fit The Cliffs market demographic but be unique enough to differentiate them from the traditional outdoor aesthetic. The concern was how not to alienate avid climbers once pivoting into the main stream market. 

My solution started with identifying what was important to the different communities and how this translated into a fervour of enthusiasm for a wide range of consumers, especially for any outdoor activity. Eventually, I created an identity that was iconic enough for everyone to recognize but emotive enough for enthusiasts to connect with. 

Role:

Freelance Designer

Responsibilities:

Concept Development, Art Direction, Brand Identity,

Client Management

Client:

The Cliffs at LIC

Brief: The Cliffs at LIC, is a spacious indoor rock-climbing center located on 44th Drive, in Long Island City. The gym features more than 30,000 square feet of climbing space—including 60ft lead walls and a gym, which is fully equipped with weights, training equipment and cardio machines.

The project ask was to create a brand that would fit The Cliffs market demographic but be unique enough to differentiate them from the traditional outdoor aesthetic. The concern was how not to alienate avid climbers once pivoting into the main stream market. 

My solution started with identifying what was important to the different communities and how this translated into a fervour of enthusiasm for a wide range of consumers, especially for any outdoor activity. Eventually, I created an identity that was iconic enough for everyone to recognize but emotive enough for enthusiasts to connect with. 

Role:
Freelance Designer

Responsibilities:
Concept Development, Art Direction, Brand Identity, Client Management

Client:
The Cliffs at LIC

The inspiraton for The Cliffs primary mark was an EKG reading of a heart beat and the shape of a mountain with its reflection. It's an expression of where passion and the outdoors come together. 

The inspiraton for The Cliffs primary mark was an EKG reading of a heart beat and the shape of a mountain with its reflection. It's an expression of where passion and the outdoors come together. 

Brand Extension • Collateral

Brand Extension
Collateral

Sub Brand • Team Vikings

Sub Brand
Team Vikings

Team Vikings is the youth climbing team for The Cliffs. The two primary marks shown below are for the different divisions: Team Vikings which is the general team and the Stealth Vikings which is the elite team.

Team Vikings is the youth climbing team for The Cliffs. The two primary marks shown below are for the different divisions: Team Vikings which is the general team and the Stealth Vikings which is the elite team.