Rooted in rock.

When approached to design the branding of a new chain of climbing gyms in the Okanagan region of British Columbia, the founders (geologists by profession) wanted something unique and ownable in a name and visuals. After some workshopping, it was discovered that gneiss rock (pronounced ‘nice’) is a beautiful and abundant rock found in the area. Like the foliated metamorphic rock, that has a distinct dark and light wavy banding, a pattern and special paint technique was developed. A bold, bespoke typeface was also created for the wordmark that would work well on building signage, clothing, and even the climbing walls themselves.