The Overlook: Boulder + Fitness


Atlanta, Georgia


Brand Identity
Apparel Design


Owners Levi and Seth set out to create a bouldering and climbing community in Atlanta, Georgia, dedicated to making climbing accessible and fun for everyone. They aimed to develop a business that would allow first-timers and seasoned-pros to simultaneously experience enthusiasm for the sport, supported by passionate employees that create a safe and friendly environment.


The Overlook is filled with and founded by people who not only love to climb, but also LIVE to climb. They were interested in finding an animal to represent the brand – specifically a ram, who are well-known for their amazing climbing ability across treacherous terrain. Seth and Levi were in search of a brand typeface that was fresh and exciting. There was a large amount of time spent researching other climbing gyms across the country to ensure that The Overlook brand would be bold and totally unique.


Dani Lou Illustrates created a completely customized, bold typeface for The Overlook, which has sharp angles to represent to the climbing wall in the gym. The font is also two-toned to give the illusion of depth in the wordmark.

A ram was created in a mono-line style as the submark of the logo and has become a well-loved mascot for The Overlook community.

A dark, slate-gray and an electric yellow were selected as the brand colors, which were strategically chosen to also be used inside of the gym itself.

Secondary branding elements, built with radiating triangles, were developed to reference mountains and allude to the common goal of the community. These assets can be seen on collateral including youth program guides and brochures.

If you are looking for a quote, have an idea for a project, or just have a question, please let us know. Just fill out the contact form below and we will respond as soon as possible.

What are You Looking For?

Our Brand Strategy and Design Services include...

  • Brand Strategy

  • Brand Identity

  • Event Branding

  • Visual Brand Alignment

  • Marketing Collateral

  • Campaign Development

  • Package Design

  • Signage

  • Branded Apparel Design

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