Rooted in the raw, communal spirit of bouldering, the identity captures this uplifting mindset through a bold analogue language built from rough textures, handmade gestures, and an unapologetically energetic attitude.

The hand-brushed logo sits at the centre, inspired by the rough surfaces and movement of rock, instantly conveying texture, imperfection, and the upward motion of a climb. A rough-edged, textured treatment of the text, combined with bright, expressive colours, reinforces upa!’s inclusive, youthful energy, while halftone imagery, collage cut-outs, arrows, and scribbles form a flexible DIY toolkit for posters, social content, and in-space graphics.

Inside the gym, painted signage interacts with existing wall textures, grounding the identity in the physical environment and emphasising its grassroots character. A series of infographic boards outlining climbing rules and difficulty levels were created using the same DIY elements to maintain visual consistency.