BLX
Bouldering
Club
One gym.
Countless touchpoints.
A design system that climbs with the brand.
Project Overview
From April 2023 - June2025, I’ve been working closely with BLX Bouldering Club in Stockholm — a collaboration that blends my love for climbing with design.
As part of the BLX creative team, I’ve helped shape their visual identity across both digital and physical touchpoints: from posters, stickers, and merchandise to social media, newsletters, and a fully custom-built website. While respecting their existing brand guidelines, I’ve expanded the visual system through consistent design language and custom illustrations that match the gym’s bold, energetic personality.
As a climber myself, this project is especially close to my heart — a chance to support a vibrant community while strengthening its visual voice.
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
Website/UX
To support BLX’s growing community and service offerings, I designed and built a custom website in Wix Studio — including a multilingual setup, flexible booking systems for courses, events, and crash pad rentals, as well as automated emails and category-based discounts.
The site was built with a dynamic backend so the team can easily manage content, orders, and product updates themselves. After launch, I created a custom manual — the platform is now fully in their hands and ready to grow with them.
Print & Merch
Designs that climb off the wall — from limited-edition t-shirts and event posters to sticker sets and signage, all aligned with the gym’s energetic identity.
BLX Essentials
From chalk packaging to club merchandise, I helped BLX design a range of physical essentials that reflect their bold identity.
Whether it’s stickers, labels, or product wraps, each piece is crafted to feel both functional and fun—always recognizably BLX.
These designs connect everyday climbing gear with the spirit of the brand.
Brand Extensions
As BLX expanded their programming, I created a series of sub-brand logos that each stand on their own—yet still feel part of the BLX universe.
From the playful identity of Girls’ Night Out, to the structured tone of the Climbing Academy, to the high-energy feel of Bouldering League X, each logo speaks its own visual language while staying true to the club’s core.
Newsletter Template
I created a flexible newsletter template that allows our CRM team to easily add content, duplicate sections, and build new mailings with minimal effort.
Curious to see more web projects?
Explore the other websites I’ve built →
