Grip top campaign

From a young age, we witnessed the evolution of wall climbing in Israel, and after traveling the world, researching, experimenting, and becoming experts in the field, we decided to create "GripTop"—a conference for anyone interested in climbing, from beginners and professionals to those simply curious about the sport. Designed to build a strong community of climbers, the brand embodies excitement and targets individuals aged 23-30 who are beginners, seasoned experts, or simply enthusiasts of physical activity.

How to approach people and attract them to attend the conference in order to create the community and exposure we aim for.

Create a campaign that is using exciting climbing moments and incorporating them into the advertising visuals, as well as integrating additional climbing elements into the logo, patterns, and other design aspects.

The process of creating the campaign began with building the brief. After understanding the challenge of conveying the information and how I wanted to do so, in order to create a solid foundation for the campaign, I went out into the field. I went to bouldering gyms and spoke with climbers to better understand my target audience. I researched the climbing world – the colors associated with it, the routes, the terminology used, and also the excitement and challenge involved in climbing itself.

Next, I created an inspiration board, from which I drew various ideas for the design approach. I chose to design with a focus on the audience, paying significant attention to colors and hierarchy. From all the research and work, I concluded that the campaign should highlight values like *Excitement* as a central value, along with *Community*, because the climbing world is built on strong connections between climbers, each with their own passion and experiences.

First, I focused on creating the conference logo. I wanted to come up with something unique that incorporates elements from the world of climbing. I created a variety of sketches using paper and pen until one specific design stood out. For the letters "I" and "O," I used shapes that resemble the climbing holds found on climbing walls, and in the end, I combined everything into one cohesive design.

For the advertising visuals and the landing page, I used images of climbers, which I then transformed in Photoshop into graphic shapes that make up the overall image. The font I used is the "Skater" font from the Guild, and I applied this same style to create the landing page as well. I focused on the colors blue and green because blue represents the calm, relaxation, and stability required during climbing, and green represents the growth and health that climbing provides us.