The Overlook is an indoor rock climbing gym that was founded to nurture the climbing community in West End, Atlanta and beyond. Lunchbreak was engaged to brand select competitions to help attract new members and create excitement around the fun and inclusive events.

Results—
Fun and energetic tees, poster, and social posts

Identity Design

Merch Design

Advertising

West End Boulder Brawl Year 1

The primary badge used on tees and posters.

We know cowboys and cacti aren't the first things that come to mind when thinking about Atlanta. But we put our own spin on "The West End" by using vintage type that was inspired by our beloved western states.

Climbing is much more fun with a partner. The interlocking Bs that create the logomark are nod to one of The Overlook's core pillars: Community.

West End Boulder Brawl Year 2

For Year 2, we tapped into the urban visuals of Atlanta to help build an event that felt high-stakes.

Marker textures, black and white photography, and simple geometries combined to create a dynamic and expressive system.