Despite its recent uptick, sport climbing is largely homogeneous—often limited by cost, a sense of belonging, or access to a community. But The North Face is on a mission to change that. In the summer of 2024, The North Face Climb Festival returned with events in London, Shanghai, and New York City. The festival is a free public event that brings climbing enthusiasts and spectators together for a sport-meets-culture moment.

SSS was tasked with creating a new visual identity for The North Face Climb Festival. The identity was designed to reflect the dynamism and diversity of the event and the sport. Anchored by a custom logomark that constantly shifted perspective, the design system brought the festival to life with bright color combinations and contrasting compositions.

At the heart of the event is the Deep Water Solo Comp—an adrenaline-inducing climbing competition that challenges experienced climbers to reach the top of the wall with nothing to break their fall but water. Beyond the excitement of the competition, the festival also offers programming like live DJ sets, local partnerships, film screenings, and other services and experiences.

We translated the visual identity into various graphic elements for digital and social assets that worked to communicate the cultural side of the festival. SSS also led the copywriting for the festival, creating a tone of voice that would be inclusive and inviting, catering to both seasoned climbers and newcomers alike.