All workCase 02Self-initiated identityConcept

The Wallcreeper wordmark set large across a granite wall, with two guidebook route lines drawn up the rock in yellow and white.
Identity plate, wordmark and topo linesConcept imagery

Wallcreeper

A climbing chalk bag label. The bird it is named for is grey until it opens its wings, so the brand is rock coloured with one flash of yellow, and every layout is a climbing route.

Role
Strategy, identity, packaging, website, motion
Scope
A seal and drawn lettering, a graphic language, packaging, merch, a storefront, two films, a motion system and a 52 page brand book
Year
2026

01The bird

Brief

The wallcreeper, Tichodroma muraria, is grey so it vanishes against the rock and crimson when it opens its wings. That became the brief: quiet, rock coloured gear for climbers, with one flash of colour. The purpose line is seven words long. Make gear that belongs on the wall.

02The quiet corner

Strategy
A category map: brands plotted from quiet to loud and technical to lifestyle, with Wallcreeper alone in the quiet corner.
Category map / brand book page16 x 10

Most climbing brands compete on loud: colour blocking, big logos, extreme imagery. The quiet brands that exist are outdoor or fashion labels. Wallcreeper takes the quiet, climbing-specific corner, for three working audiences: the after-work regular, the weekend boulderer and the designer who climbs.

03The seal

Logo
The logo lockup on graphite, a bird on a rock face inside two rings over the WALLCREEPER wordmark, with four numbered callouts.
Lockup architecture / guidelines page16 x 10
The storefront on a phone: route lines up a granite wall above the WALLCREEPER wordmark and a Shop the bag button.
Storefront, phone390 x 844

A heavy ring and a hairline ring hold an oval that is taller than wide, so the bird is always climbing. The five white spots of its flight feathers stay as five dots. The lettering is drawn, wide and soft, each letter a little off the baseline.

04A language from the guidebook

Graphic system
A guidelines page: a granite wall with two route lines, a start triangle, bolt marks, an anchor and a grade tag, beside rules for each part.
The topo line / guidelines page16 x 10

Guidebooks draw every route as a line from a start marker to the top. That drawing is the brand graphic: over photos, up packaging, across the storefront. It sits beside a five-spot pattern taken from the wing, torn setter's tape for labels, twelve line icons and six colours, from graphite granite to one loud lichen yellow.

05Rock, lichen, chalk

Colour and type
  • Graphite#1D2023Type, logo, deep fields, night22%
  • Mat grey#7A8187The slate of the product: bags, labels, surfaces24%
  • Taupe#978F78Warm stone for posters, packaging, web sections18%
  • Creme#DFD0A5Warm paper, packaging inside, print stock14%
  • Chalk#F1EEE8Clean paper, screens, text on dark14%
  • Yellow#F1E64CThe loud one: one detail, never body text on light8%

Facts / Geist MonoSLATE TWILL / ONE COLOUR PRINT / V4

The promise, once per layout / Instrument Serif ItalicAt home on the wall.

Headlines / GeistSMALL BIRD, BIG WALLS.

Five colours from the rock and the product, one from lichen. The widths above are the share of a layout each one takes; yellow never goes past a tenth, the way the bird shows its red only in flight. Three text faces, each with one job, and the drawn lettering is only ever the logo.

06On the product

Applications
A matte grey twill chalk bag on a slab of slate with the Wallcreeper seal and wordmark printed in chalk white.
Chalk bag 01 / slate twill, one colour print16 x 10
A creme hang tag with the seal on a grey chalk bag, beside a woven label with the horizontal lockup sewn onto grey twill.
Hang tag and woven label16 x 10
A kraft refill pouch with a white label reading Loose chalk, and an open grey mailer printed At home on the wall inside the lid, with spotted tissue.
Refill pouch and mailer16 x 10
A sheet of die-cut stickers: the seal on yellow, a W monogram, torn tape reading V4 Chalk bag 01, a route line and Grey on purpose.
Stickers / guidelines page16 x 10

07Worn, carried, hung

Merch and signage
Three pieces: a white tee with the seal on the back at a granite boulder, a canvas tote with the lockup, and a graphite cap with the seal embroidered in chalk.
Tee 01, tote, cap16 x 10
A fabric banner in a bouldering gym reading At home on the wall with route lines, beside three street posters on a concrete wall.
Gym banner and street posters16 x 10
A billboard beside a canyon road among granite cliffs: the seal and the line At home on the wall on graphite.
Billboard, canyon road16 x 10

08A storefront that reads like a guidebook

Website
The Wallcreeper storefront open on a laptop on a wooden table by a window, next to a coiled rope and a mug.
Storefront, desktop / 1440 x 900 build16 x 10
The product section on a phone: Chalk bag 01, $48, colour swatches and specs.
Product, phone390 x 844

Route lines over the hero, one product told properly, field notes and a sign-up for the first run. Designed at 390 px first and built as a real responsive page, not a flat mockup.

09Small bird, big walls

Films
The Wallcreeper seal, a bird inside two rings, over the WALLCREEPER wordmark on chalk.
Identity reel / 13 s
The second ad: the hang tag on the chalk bag.
Ad 02 / Chalk bag 01 / 15 s

A 13 second identity reel and a product spot, each cut to an original score. The reel runs the whole system in order: the route dot, the wordmark, the seal, the bird, the colours, the gear. The motion and both scores were made in code; the photographs in them are the AI concept images shown above.

10Fifty-two pages

Brand book
Nine pages of the Wallcreeper brand book: the cover, the brand platform, the lockup architecture, the palette, the topo line, the icons, packaging, stickers and the storefront.
Brand book v2 / nine of 52 pages16 x 10

Strategy, logo suite, colour, type, graphic language, photography, applications and digital, with the logo package that goes with it: five marks in four colourways, an app icon, favicons and social avatars.

11Graphics that climb

Motion system
The Wallcreeper motion system, stopped: a yellow route climbs from the wordmark to the seal, clipping each fact on the way.See the motion system
Drawn live in code / ASCEND, GRIP, TENSION, TRAVERSE16 x 10

The same brand in motion, as four behaviours of one line: information climbs a route in reading order, each piece clips to its anchor when the line arrives, the rope comes tight behind it, and on wide formats the climb runs sideways. The posters, the phone loops, a billboard and the packing slip all come from those rules, and a playground lets you set your own words on a route. See the motion system and try the rule.

What you are looking at

Wallcreeper is a self-initiated identity, not a trading company. The photographs are AI concept imagery, generated with Gemini and upscaled. The logo, the lettering, the layouts, the storefront, the films and their scores are original design work. No physical product has been made yet.

Credits

Strategy, identity, lettering, packaging, website, motion, sound
Ridge Nelson, ÜMBE Studio
Photography
AI concept imagery made with Gemini, art directed and upscaled; no shoot, no product
Type
Geist, Geist Mono, Instrument Serif (SIL Open Font License)
Code
Written with AI assistance, directed and checked by Ridge Nelson
Status
Self-initiated concept, 2026. Not a trading company.
Brand book
52 pages
Applications
17
Films
2, both in 4K
Logo files
48

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