![3 rock climbers stand in front of a blue indoor climbing wall.](https://images.prismic.io/figure-agency/ZgM-38cYqOFdyGZx_Evolv_Hero_Mobile.png?auto=format%2Ccompress&fit=max&w=3840)
![3 rock climbers stand in front of a blue indoor climbing wall.](https://images.prismic.io/figure-agency/ZgMlZMcYqOFdyGUa_Evolv_General.png?auto=format%2Ccompress&fit=max&w=3840)
Project
How we built the world's most creative climbing brand.
Client
Evolv
Workshop Type
When indoor gyms transformed the climbing market, Evolv needed a fresh strategy to win with a new generation of climbers.
We led a qualitative study of Evolv’s target customers, and used the insights to create a new strategy and visual direction for Evolv rooted in climbers’ creative self-expression. Over four years, we translated this Brand Focus of Creative Climbing Projects into award-winning product marketing, seasonal brand campaigns, and the visual design of Evolv’s climbing shoes and softgoods.
What We Created
- Brand Strategy
- Audience Research Study
- Creative Platform
- Product Strategy
- Product Design
- Athlete Films
- Website Design
Photography
- Kyle Johnson
- Bobby Sorich
Illustration & Animation
Kevin Tomas
![A close-up image of an Evolv climbing shoe.](https://images.prismic.io/figure-agency/ZfRtXXYkiKrtlJs1_20-1019_Figure_Evlolv_Product_29359copy.jpg?auto=format%2Ccompress&rect=0%2C0%2C6076%2C7012&w=3840&fit=max)
![A rock climber in Evolv climbing shoes climbs outdoors.](https://images.prismic.io/figure-agency/ZgG3VMcYqOFdyEc1_Evolv_Case_Study.png?auto=format%2Ccompress&fit=max&w=3840)
![A sample of Evolv advertising graphics showcasing Evolv climbing shoes collaged overtop imagery.](https://images.prismic.io/figure-agency/ZfSKe3YkiKrtlJ3F_Defy_Web.jpg?auto=format%2Ccompress&fit=max&w=3840)
![An Evolv chalk bag floats overtop a blue sky.](https://images.prismic.io/figure-agency/Zfhu1w4qyfNhFxC0_896C1C39-35F0-4334-861F-1F4BCDA77ACA_1_201_a.jpeg?auto=format%2Ccompress&fit=max&w=3840)
![An indoor climbing wall shows holds covered in chalk.](https://images.prismic.io/figure-agency/ZfSKj3YkiKrtlJ3H_EVOLV_PLATES_V1_-3of24-.jpg?auto=format%2Ccompress&rect=0%2C867%2C6054%2C3399&w=3840&fit=max)
![A sample of Evolv advertising graphics showcasing Evolv climbing shoes collaged overtop imagery.](https://images.prismic.io/figure-agency/ZfSK-HYkiKrtlJ3O_Psyche_Web.jpg?auto=format%2Ccompress&fit=max&w=3840)
![A corduroy evolv chalk bag hangs inside of a car door.](https://images.prismic.io/figure-agency/ZfRs33YkiKrtlJsr_Fig.CaseStudyPhotography_Evolv-Bag1-002_V1copy.jpg?auto=format%2Ccompress&rect=1705%2C0%2C3210%2C3704&w=3840&fit=max)
![A group of creative climbers hangs out in a parking lot in Southern California.](https://images.prismic.io/figure-agency/ZfSKn3YkiKrtlJ3K_JTREE_V1-9of44-.jpg?auto=format%2Ccompress&rect=69%2C452%2C2987%2C3447&w=3840&fit=max)
![A pair of Evolv shoes shot overtop an environment in Southern California.](https://images.prismic.io/figure-agency/ZfSLTHYkiKrtlJ3S_JTREE_V1-22of44-.jpg?auto=format%2Ccompress&rect=0%2C247%2C6076%2C3412&w=3840&fit=max)
![The reflection of a young man shot from a car's sideview mirror as they drive down the highway in Southern California.](https://images.prismic.io/figure-agency/ZfSKl3YkiKrtlJ3J_JTREE_V1-7of44-.jpg?auto=format%2Ccompress&rect=0%2C509%2C4952%2C2780&w=3840&fit=max)
Next Project
AMP
![](https://images.prismic.io/figure-agency/ZfNu9LTwE6aM1Kaq_AMP_1.png?auto=format%2Ccompress&fit=max&w=3840)
Brand Audience
Wasteshed Executives
![](https://images.prismic.io/figure-agency/ZfNu9bTwE6aM1Kar_AMP_2.png?auto=format%2Ccompress&fit=max&w=3840)
Brand Meaning
AI-Powered Sortation at Scale
![](https://images.prismic.io/figure-agency/ZfNu9rTwE6aM1Kas_AMP_3.png?auto=format%2Ccompress&fit=max&w=3840)
Brand Personality
Hero
![](https://images.prismic.io/figure-agency/ZfNu97TwE6aM1Kat_AMP_4.png?auto=format%2Ccompress&fit=max&w=3840)
Brand Focus
The Power to Solve Waste
![](https://images.prismic.io/figure-agency/ZgMHQ8cYqOFdyGK1_AMP_CaseStudy_Cover-1.png?auto=format%2Ccompress&fit=max&w=3840)