Climbing Wall SDVIZH* — Rebranding the Identity using AI

SHIFT* — a climbing wall concept where the ascent is not just a physical activity, but an emotional journey.

Within this project, I reimagined the existing identity using generative AI and developed a new visual direction: SHIFT. At its core is the idea of movement as a transformation—not only of the body’s position but also of the individual’s inner state.

The new visual system is built upon dynamic typography, distorted forms, contrasting colors, and graphics depicting climbing routes.

With AI, I developed refreshed product imagery, a merchandise line, advertising key visuals, promotional materials, and a concept for the climbing gym’s brand environment.