SERVICES: Visual Identity, Art Direction, Packaging, Print Design
Salute Design Competition—Merit Award Winner
The goal of this campaign is to re-position So ILL as a gym and bouldering brand that invites new to mid-level climbers into the lifestyle, training them from novice to aspiring expert. The playful logo, inspired by climbing holds, is offset by aspirational imagery, making it ambitious but not intimidating. Using the analogy of climbing and reaching beyond, So ILL is motivational to breed seasoned climbers. It’s a creed that welcomes and encourages you to overcome physical and mental barriers.