Petra Climbing Equipment
Create a brand experience that inspires and calls people to action through a bold identity and carefully crafted messaging.
A new logo, brand strategy, and marketing materials that supported Petra as the premium climbing safety brand for newcomers to the sport of rock climbing.
Defining the Brand
As with all brands we began with our brand strategy basecamp. The strategy we craft at basecamp acts as a decisional filter for all of the company’s future decisions. Creating this strategy allows Petra to check decisions against it to see if they will help or hurt its overall brand.
In order to do this, a series of in-depth brand strategy sessions were conducted remotely with the Petra team and its stakeholders. After a few sessions, a clear brand purpose, mission, and vision emerged.
"Now that's more like it!"
Armed with the insights we uncovered in our strategy sessions we were able to move on to our brand attributes exercise.
We knew that Petra wasn’t focused on words like, “Exclusive and Experienced.” These words spoke to a more seasoned audience they just weren’t aiming for. We instead opted for the words, “Welcoming, friendly, and inspiring.”
Now that the creative tone was set, it was time for the team to get to work on an identity system that upholds the mission behind Petra.
The New Face
The original Petra logo featured a mountain icon nested inside a rounded rectangle. This graphic depiction is a worn-out logo style in our industry.
The new logo was uniquely designed to convey the movement and flow of their inspiration and “call-to-action” based mission.