Jack Seal-Roth
The main logo and tagline of the Crux brand. It utilizes a sturdy and angular typeface, with a silhouette of mountains in the white space of the x to hint at the purpose of the brand when the logo is on its own.
The brand guidelines for use by schools and clubs that wish to utilize the Crux brand in their designed materials. It includes everything needed to create a perfect event flyer, social media post, or anything else needed to help with the creation and development of a climbing program.
The climbing journal that is given to kids in the program. The cover utilizes one of the brand patterns along with an orange strap for a pop of color.
The inside of the journal includes spaces where kids can write about their recent climbs in order to reflect and improve their abilities.
The Crux Instagram account posts about various events held at the Crux Gym, as well as climbing and mental health tips to help climbers of all ages.
The Crux Gym is a perfect place for kids and school groups, as well as older climbers, to go and enjoy the sport of climbing. In-person events will be held at this location, as well as everyday climbing at discounted rates for students.
Crux: Rock Climbing for Better Mental Health
Crux is a rock climbing brand designed for kids ages 14-18, helping them develop and improve their mental health through the sport. With a lack of third spaces, places outside of school and home where kids can gather and grow, many young people miss out on opportunities to develop essential mental and social skills. My project set out to create a cohesive brand system that champions rock climbing as an effective way to equip kids with the resilience, confidence, and community they need to thrive. Through online surveys, competitor analysis, and in-depth research from mental health articles and academic papers, I gained valuable insights into how and why rock climbing can benefit young people. Using these insights, I designed a series of brand touchpoints that encourage kids to come together, build connections, take risks, fall, and get up again. After all, that's exactly what climbing is all about!
Jack Seal-Roth is a Visual Communication Designer with a passion for environmental branding, print design, and branding. He has created the print and digital materials for the Ohio State Theatre Department season, worked to redo the design student space on campus, and is currently working at REBELife adding environmental branding to the OSU Keenan Center. Outside of design he likes to play video games, rock climb, and take pictures.
