We tested a bunch of different pens, brushes and inks to get the texture right.
The scan itself introduced these sharper angles and breaks in the strokes, which started to reference rock surfaces in a really natural way.
We were really conscious about not letting it feel like a typical ‘climbing gym’ brand.
It was important to us that the logo be designed to stand the test of time, be robust enough to work across the various print and digital applications, and remain distinctive enough without getting tired.
PRINT Magazine features the brand identity for upa!, a climbing gym in Coimbra, Portugal, designed by Allie Heesh and Sara Silva Santos. The identity uses brush lettering and collage to create a warm, handmade, and community-oriented aesthetic that breaks from typical outdoor brand tropes. The project emphasizes accessibility, creativity, and social connection within the climbing culture.
Independent designers Allie Heesh and Sara Silva Santos created a handcrafted brand identity for upa!, a new bouldering centre in Coimbra. The project combines brush-painted lettering, textured typography, and a bright, nature-inspired palette to reflect the centre’s community spirit and local roots. Collaborating remotely, the team balanced analogue experimentation with digital refinement to produce a welcoming, inclusive identity.
Dennis Studio rebranded Barcelona’s historic Hotel Regina, balancing its century-old heritage with a modern sensibility. The identity draws from archival logos and architectural details, featuring custom typography, a refreshed wordmark, and a sub-brand for the hotel’s bar, Gina’s. The result celebrates timeless elegance while appealing to a new generation of guests.