Black Diamond is one of the most credible brands with core climbers, but they are mostly known for hardware and technical gear. We set out to leverage their credibility to extend to the emerging audiences of urban climbers who might be less concerned with hardware in urban climbing gym settings.
Our product photography drew inspiration from high fashion and accessories brands. We used rich lighting and shadows which highlighted the dramatic tension of trusting your life to your gear. The cast shadows remind you of Black Diamond’s history as a trustworthy hardware innovator.
We paired that with a documentary style of photos for portraits and action shots that were inspired by the snapshot aesthetic of William Eggelston. Rich, warm tones accentuated the textures of both life and product materials.
The crossover audience is the “Achiever.” This climber trains in the gym for their project (their climbing route objective) at the crag. They have a quiver of gear, and choose the appropriate tools for the gym or the crag.
Black Diamond rock shoes are the only shoes made by people who also make the climbing equipment you trust your life to. Black Diamond’s process of Use. Design. Engineer. Build. Repeat. is as relevant for rock shoes as it is for carabiners, cams or belay devices.
Insight: The Achiever works on “projects.” They often train in a gym in order to send their project (their eventual climbing route objective) at the crag. This climber is a bit more advanced and has a quiver of gear. They choose the appropriate tool for the gym and/or the crag.
Black Diamond was launching with shoes that were attuned to different needs. Indoor, outdoor, sport and hybrid.
We developed a portable pop-up experience that could engage climbers in gym scenarios. In addition to handling the products, there was schwag galore, zines, carabiners, catalogs and posters.
Deliverables
Creative Strategy
Positioning
Platform Creation
Creative Direction
Art Direction
Brand Design
Messaging & Copy
Special Thanks To:
Michael Jagger and the good folks at Solidarity of Unbridled Labour
Lead Agency
Alex Hamlin. Chapter Labs
Strategist & Copywriter