zenvertigo

zenvertigo is a fictional climbing gym based in Anchorage, Alaska that visually merges outdoor climbing with indoor climbing by using modern typography and clean lines with organic textures and images. I used pieces of imagery around Anchorage to build the foundation of the brand; navy blue mimics the midnight sky, light greens reference the State Park that surrounds it, round neon-style type signals the Aurora Borealis and the complex texture comes from the granite that creates Mount Denali. The logo is a response to the feeling of vertigo, moving vertically while being signaled directionally by the chevron symbol. Abstract photography, the incorporation of personality like Stefan Sagmeister and the logo development of Alex Griendling helped to shape the foundation of the brand.