Arete Rock Climbing – Identity System

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After going rock climbing for the first time, I was tasked with creating an identity system that could be used for others that are new to the hobby. The design system is based around the imaginary brand Arete – the term for a sharp or acute-angle mountain ridge. Arete is also an idea from Ancient Greece that refers to excellence.

I created a set of knot cards that showcase 6 of the most important knots every climber needs to know. These have a visual of what the completed knot looks like, as well as a description of how and when to use the knot. A QR code directs viewers to an animated tutorial of how to tie each knot. These cards can be clipped onto a climber’s harness with a carabiner for ease of use.

A climbing journal allows new and old climbers alike to record the different routes they take and rate how they felt they did, and allows them to take notes on how to improve. Each spread features a climbing tip, as well as a character that climbs up a wall as they make their way through the pages.

Also included in this system is a sticker sheet that climbers can use to accessorize their helmets, water bottles, or other climbing gear. A harness keeps the journal, knot cards, and stickers all together, as well as some hand-crafted knot keychains.