Bringing the forest indoors: branding for Luxembourg’s new bouldering gym
It started with a phone call. Gilles, managing director of what would become BoulderForest, asked if I’d design the brand for a new bouldering gym. I’ve been climbing for years. Easy yes!
Not much else was certain yet: a working name, a possible hall near Luxembourg City, no floor plan, no opening date. So the identity had to grow with the project, from a first logo to a place people would one day walk into.
Colours and themes
The identity grew around a logo, a typographic system and four colour themes: Forest, Earth, Lime and Vulcan. Each has enough character to carry the brand on its own.
Then the colours left the screen. Working with the wall builders at BLOCZ and the architect, I matched them to the climbing walls and zones. One colour system, from the logo to the walls you climb.
Warm on the surface, smart underneath
The website had to feel like the brand and work on the phone in your chalk bag. Underneath, it does the busywork: a live meter shows how full the hall is, courses update straight from the booking database, and the opening hours account for holidays.
The team manages the rest through the CMS. No code needed.
What started with a logo and four colour themes helped shape the gym itself. Together with BLOCZ and the architect, the colours became part of the climbing walls and zones.
The website, signage, maps and membership cards all follow the same design. But seeing that design shape the climbing zones, the walls and even the reception desk? That's the part I like most.
Curious what we could create together?
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