AveryWrightDesign

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ChalkUp Project

Overview

Branding

ChalkUp is a multi-day bouldering event with competitions, vendors, and outdoor activities. When I began climbing, I immediately noticed how collaborative the culture is. Climbers cheer for strangers and celebrate progress. I wanted my branding system to mirror that spirit: energetic, friendly, and approachable.

SHOWCASE

Logo

first came the logo design. It went through multiple explorations. I focused on bold typography, sharp angles, and combined the shapes of an arrow and a mountain. I also kept the type geometric and thick so it could scale across merch, signage, and digital platforms with strong visibility. The arrow reinforces the idea of an upward movement or “sending” a route in the climbing sport.

Passes

Next, I moved into branded materials like competitor and VIP passes and a lanyard. My goal here was to build a system that felt fun and event-driven but still cohesive.
I used bright colors and rugged outlines to make each different pass distinguishable from the next. At the same time, the illustrated climbers add human connection and movement. These would help attendees identify their level at a glance.

Posters

For the posters, I combined practical information with playful storytelling. They include sponsor logos, event dates, prices, QR access, and a full festival schedule. I designed them to function both as marketing — something that could be posted online, in a gym, or outdoors. Large rounded shapes and colors give everything an inviting tone, reflecting the supportive environment climbers value.