Climbing is what you make it.

For its first decade, Brand & Marketing at the Bouldering Project were under my purvey. My goal was to make the Bouldering Project the most relevant climbing gym brand in the country. A relevant brand in climbing; period.

These guiding principles sustained us:

1. Always lead with an emotional connection rather than with an offering.

2. Never design or write to the lowest common denominator.

3. When you elevate people’s understanding of something, you’ll inspire them to join you.

4. Don’t be afraid to bury the lede if it lets you spark a feeling first.

5. It’s all precious.

I saw the Bouldering Project grow from a single 20,000 sq/ft bouldering gym in Seattle to a brand with over 10 gyms and a national presence. This happened as climbing became a mainstream sport and we held on to an edge and the culture of climbing. At the beginning the experiences people had in the physical space of the gym provided our story. Over time we joined the digital space and also wrote narratives to tell our story.

We created a critical mass of new climbers. We reached a point when the Bouldering Project brand meant more to people than just a climbing gym. We understood that climbing can have a different meaning and purpose for different people, and that certain people have something that is shared.