BLX Bouldering Club
Building a scalable brand climbers recognise.
One Brand, many audiences
A community of climbers – none of them the same
Airflow is invisible. Mold develops slowly. Energy systems are technical. The challenge was translating all of that into visuals people could immediately understand and emotionally connect with.
Kids · Playful
Athletes · Editorial
Specials · Bold
Community · Seasonal
Consistency is key
Website/UX
The club already had a website, but it didn’t feel like BLX. The challenge was to translate the visual language already established across posters, social media and the gym itself into a cohesive digital experience – while building a scalable system for bookings, memberships, courses and events.
Please note: The website shown in this case study reflects the design, structure and functionality delivered at the time of handover in 2025. Since then, the website has undergone further updates and modifications by the client, and the current live version may differ from the work presented here.
Consistency is key
Social Media & Content
From daily posts to event countdowns and campaign storytelling — I designed Instagram content that’s playful, clear, and consistent with the BLX brand.
Before
After
KEEPING THE COMMUNITY INFORMED
A newsletter people actually wanted to open.
The newsletter became an important extension of BLX’s communication system. Rather than treating it as a collection of announcements, each edition was structured to balance upcoming events, campaigns, courses and community updates while maintaining a recognizable visual identity.
The template was designed to be flexible enough for weekly updates while keeping the experience consistent and unmistakably BLX.
System in action
Four competitions,
one system
Four competitions across the year, four different vibes, different
sponsors — same skeleton underneath. The system
meant new events could be designed quickly without ever
feeling off-brand.
One campaign · Valentines day
Climb Me Maybe
For Valentine‘s Day, BLX wanted a playful, welcoming cam-
paign for both couples and friends. I developed the concept
Climb Me Maybe, a twist on the pop-culture phrase from
Caly Rae Jepsen, and carried it across posters, social, and
on-screen visuals in the gym.
Hearts and BLX dots alternate in a simple grid system.
The campaign uses the brand itself as the visual language.
Advent calendar
BLXmas
The Advent calendar already existed as a concept, but the visual experience was reimagined. Using BLX’s minimalist design language, a collection of reduced Christmas symbols was developed and tied together through a simple countdown mechanic: the brand’s signature red dot marking each of the 24 days.
The result felt festive, unmistakably BLX and easy to extend across print, social media and in-gym communication.
BUILDING A CULTURE
Brands aren’t built in logos.
They’re built in repetition.
Posters, merchandise, stickers, wayfinding and event materials all contributed to a recognizable visual language that members encountered throughout their journey with the club.
BLX ESSENTIALS
Turning products
into brand experience
Rather than treating merchandise as an afterthought, BLX Essentials was developed as an extension of the club’s visual identity. Every product was designed to feel consistent with the brand while remaining functional, memorable and relevant to climbe
SCALING THE SYSTEM
One brand. Many personalities.
As BLX expanded its offering, new programs needed identities of their own while still feeling connected to the parent brand.
A flexible sub-brand system was developed for initiatives such as Girls’ Night Out, Climbing Academy and Bouldering League X, allowing each concept to communicate with its own voice while remaining recognizably BLX.
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