Upper Limits
marketing | in-house design | photoshoots | ad campaigns | social media | copy writing | email marketing
In February of 2019 I began my role as the Marketing Director and in-house graphic designer at Upper Limits Rock Gym - a climbing company with four gyms in Missouri and Illinois. My position allowed me to explore my passion for graphic design alongside one of my favorite hobbies - rock climbing.
As the primarily creative voice at the company, my role was far -reaching, and constantly pushed me to be flexible, detail-oriented, organized, and willing to learn new skills. I worked collaboratively with the general management team to articulate both soft and hard goals, and executed multi-tier marketing campaigns from concept to delivery. I have refined and developed an updated visual identity for the company, while preserving its down-to-earth personality that is so essential to its customer base.
This campaign juxtaposed the preponderance of climbing vocabulary with the simple, inexpressible nature of the sport. Definitions were put up throughout the gyms as an educational tool, an invitation to newer climbers, and a reminder about the upcoming sale.
Like most climbing gyms around the country, we closed our doors due to the COVID-19 pandemic. In response, I designed these t-shirts and implemented a fundraising campaign within 48 hours. They have been enormously popular within our community and contributed towards continuing to pay our bills and as many staff as we are able. We were one of the first gyms to implement this type of campaign and have seen it explode throughout the industry.
