Climb Strong is a resource for climbing training, including books and training plans, started by Steve Bechtel, an experienced climber, and owner of the Elemental gym in Lander, Wyoming When discussing the brand for Climb Strong, Steve talked about how his goal is not to make anyone climb the hardest climbs in the world, but to have them improve their ability. This conviction lead to the concept of CLIMB STRONG, which motivates any individual to strive to be their best.
The old Climb Strong website was made up of static html files. In 2012 I worked to update the site look of the site, improve navigation with simplified categories, and move to a responsive theme for mobile.
This branding concept was a little to experimental and would require more hands-on management. The idea was to take a picture of the flexed arm of every Climb Strong trainee and use them dynamically across all print and web mediums. Included in each logo would be the name of the participant belonging to that arm and their intended goal. It was a fun idea but ultimately unrealistic for a small business to manage.