brand discovery workshop - brand book - logo - naming - launch strategy
the brooklyn boulders team approached us with a brand new concept to fit within their larger, fitness-as-a-lifestyle brand portfolio: a small group training hub designed to enhance real world performance in the outdoors. inspired by adventure, driven by data and anchored in community, our mission was to give that concept a name, a brand identity and a launch strategy to catapult it successfully into the world.
we kicked off our enagement with a brand discovery workshop, the outcomes of which ammounted to a series of conceptual moodboards containing positioning statements, key messages and thematic imagery for the direction of the brand. rooted in space, centrality, connection and adventure, we began to construct a new member of the brooklyn boulders brand family that would champion the product offering, support the business goals and usher the parent company into the future. We named the concept bkbx, a mysterious evolution and addition to the “bkb experience.”
equipped with a name and an understanding of the team’s desired aesthetic, our designers set out to deliver a suite of logo treatment options that fullfilled distinct bkbx brand criteria while marrying well with the form, symbolism and storytelling behind the parent logo. We settled on moon rising, a logo form inspired by uncharted territory, the allure of the cosmos and the rhythm of constant change. the x serves as a standalone brand mark, mysteriously noting that “x marks the spot”.
Ultimately, we took bkbx from a completely blank slate to a fully built out brand. We gave voice to their mission and vision, developed a tagline with staying power, distilled their philosophy and methodology, and established clear, scalable brand guidelines and visual standards.