THE PROJECT
The Bouldering Project is always looking to provide the people who use their spaces with resources that inspire individual development and movement, and that’s why I helped them create the BP Workout Cards. Displayed in each gym (six locations in four markets) and published online for an individual experience whenever and wherever, these 10 workouts help to form the fitness identity for the Bouldering Projects.

The goal was to create a brand new identity for a sector of the Bouldering Project’s offerings. I worked with the creative director to come up with a list of deliverables and expectations, and began the creative ideation process.

THE PROCESS
With the above goals in mind, I began the creative process by dabbling with different art forms. This base of this design is a collection of scanned, hand-made textures. After importing some random shapes and forms that I liked into Illustrator and converting to workable objects, I began arranging them, keeping an eye out for what feels and looks aesthetically inspiring. This color palette was originally divided into monochromatic works for each workout, but after more dabbling, I landed instead on changing colors of lines that were interconnected to create different feels from the same large pattern. When placed together side by side in a particular order, the underlying pattern flows onto each card (like the posters do!).

The copy content was first given to me in draft form — I worked many weeks with our creative director and one of our managing partners to refine and edit the content for brand cohesion and efficient, inspirational content. Once I finalized the content, I moved all of it to the cards, worked on perfecting the layouts, and managed the printing, shipping, and distribution to each of our locations. The posters, web, and digital content were also created by me, and are another extension of the workout identity.

DELIVERABLES
10 printed workout cards, one intro to BP workouts card printed on quality paper and displayed on in-house constructed, custom wood wall holders
Digital cards for online presence
Posters for each gym to promote the workouts, with trackable QR codes for easy engagement measurement
Digital assets for social media including still posts and story videos (some displayed below)

CONNECTIONS
This project seamlessly works into our Bouldering Project fitness and workout marketing. This video is an example of how this project helps to build connection between our gyms and a healthy, inspiring way to move your body. The video was created for the Bouldering Project by Duct Tape, Then Beer with the direction of our creative team.

Above: Workout card examples, poster files, and Instagram grid images created specifically for the workout card launch. Below: Full (unclipped) video created by me for the Bouldering Project’s Instagram story content for the ongoing workout and fitness marketing push.

All content created by me for the Bouldering Project is owned by the Bouldering Project.