Background
Just Climb, a climbing gym located in Hong Kong, was founded by titled climber winner Danny Ho in 2011. With branches in Hong Kong, Just Climb has become an easily accessible and convenient gym for aspiring or expert climbers in Hong Kong. 

In the past ten years, Just Climb has shared Danny's passion and spirit of perseverance and never giving up. They have been running the gyms and organizing serval bouldering competitions to promote the climbing sport. 

In 2021, Just Climb had a new direction plan and needed an update on its brand positioning and visual identity. The purpose is to accentuate the brand's professionalism and to create a supportive community for climbers to share their dreams and experience.

Just Climb's public identity has been running for years, Kraphic Studio needs to consider its recognition, legibility, and refreshing. 

By reserving the original elements, the new identity logo designed a bolder tilted typeface as a logotype with cutting-edge replacement of its original texture. These give the new logo a more modern, sporty, and stylish appearance, and still recognizable and legible from the original. 

The bold geometric graphic elements are the brand's identity, which serves on all its publications and social media. In which to reflect the bouldering holds of the climbing gym. Especially on the poster, a bold geometric framing serves an impact along with Just Climb's message.

In addition to the visual identity, the tagline "Just Climb your Dream" represents Just Climb's mission, vision, and values. It is part of the brand identity, which can be applied as a visual graphic.