branding for outlier climbing

Outlier is a newborn brand making handcrafted, custom wood climbing holds and other rock climbing products.

The challenge with identifying this brand was living up to the name. Intentional to not add to the noise, we wanted to evoke irreverence for the lighthearted & useless nature of climbing, as well as nostalgia- in part due to the wood holds as a key product, but for the counterculture climbing has been until late. Arms in space, but feet on the ground.

After a lot of experimenting in every corner of the design process, we ended up with a visual vocabulary at once skewed and unique, yet practical and rooted.

logo, apparel, & web design, illustration, photography