From temporary closures to long-awaited facility upgrades, over the past year at Urban Climb we’ve become pretty accustomed to change. And if there’s one thing we’ve learned from the turbulence of 2020, it’s that you can’t fight change—you have to work with it. It’s in this spirit that we recently decided to give our brand a much-needed makeover. 

As we continue to grow, we wanted to make sure the Urban Climb brand stood the test of time and continued to represent the vitality, attitude and energy of the community at our core. (That’s you.) But a rebrand isn’t something to be taken lightly: from the outset we knew any updates to the Urban Climb brand had to be gradual, deliberate and informed by meaningful consultation with our members. Because without you, there is no Urban Climb.

You may have noticed some stylistic changes trickling into our gyms as well as our social media. These are the result of an ongoing collaboration with our friends at Base Design, who’ve been carefully guiding our branding journey over the past year, helping us—with your input—to collectively articulate what makes Urban Climb so special. We’re grateful to those of you who’ve played a part in this process, whether through interviews, surveys or even casual chats between climbs. It’s these exchanges that have formed the foundations of our new look and feel—and we can’t wait to reveal more of it over the coming months.

Anchoring our new visual identity is the knowledge that Urban Climb is about so much more than just climbing. We wanted to capture the raw energy of our sport; the history as much as the humour; and the grit as much as the gratification. We also wanted to make sure we weren’t diluting the eccentricity of our community. At Urban Climb we celebrate—and invite—difference, and it’s important to us that our branding reflects this uncommon ground as much as it does our affinity through climbing.

So what’s next? Aside from the launch of the Boulder Hall extension at our West End location this week, soon you’ll start to see more of our new visual identity revealed across our socials and inside all our venues countrywide. We’re also gearing up to unveil a brand new website!

There’s still plenty of work to be done, but we’re excited for the next steps—we hope you are too. As always: if you have any thoughts or feedback, be sure to get in touch and share them with us.

– Alex Cox-Taylor, CEO, Urban Climb

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