HDRock are an independent adventure film company based in South Wales. They capture the achievements of individuals at their physical peak, taking on what nature can throw at them. They approached me to create their new brand identity, and as a climber myself this was a great opportunity to create something for a sport I love.
Centre to this brand identity is the triangle. It’s a shape that represents the common place the activities take place on; mountains. It’s also a shape that has a visual peak. The triangle is adaptive in form, it has the depth to combine in many ways to create an index system that gives each video, and sport, it’s own identity within the HDRock family. Central to the brand is the confident typeface which allows the triangle to interact in its own way but still remain anchored to a visual point.
The films capture the adventures we have in nature and mainly focus around rock climbing, bouldering and ice climbing. The brand identity will also accommodate the companies growth into different outdoor films from downhill biking, kayaking and base jumping. It’s a system that will adapt and develop.
(Photography from Edmund Hillary’s successful ascent of Everest in 1951, photography by Martin Hartley.)