Substation is a bouldering and fitness centre, operating in Brixton and Macclesfield. Throughout the year Substation runs competitions with a theme for each, we were asked to create a theme for their “sublime” competition. That’s right, you guessed it, this competition has a sour kick to it.

Our task was to create a mini-brand for the competition, ready for use on signage, posters, merch and more. We were given free rein on the design language for this campaign but had a starting point of an idea they’d created in-house. The three directions we provided were designed to be completely different. We’d then drill deeper into a concept after the first round of revisions.

Something pretty rare happened though, the mini-brand logo design was chosen from one of our first round of picks! The team decided to go with option 2, where we’d wrapped the competition name in the shape of a lime. It worked well as a standalone design element and would be used going forward for route markers on the course.

Posters and handouts were created to highlight the event and encourage sign-ups at both the Brixton and Macclesfield locations.