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Urban Climb, one of Australia’s biggest and fastest growing climbing gyms was set to triple it’s size over the next 18 months.
But at the core of the business was a community gym with a cult following.
The task was to rebrand Urban Climb for scale in the midst of growing competition, whilst remaining true to the community and challenger essence of the business.
Avoid the category’s obsession with cliche climbing cues and instead focus on the melting pot of humans inspired by the challenge of the climb.
Urban Climb weren’t like other gyms set out in the suburbs. They were smack bang in the centre of cities, which meant the people that went to their gyms were a melting pot of diversity and creativity.
→ Danish is one of the most awarded strategists in the world, having worked on some of the most iconic brands in the last decade including Virgin Atlantic, Coca Cola, and Volvo. Danish spent his career helping to make modern, connected strategy integral to world-class effective work. A co-founder of Untangld, and a founding partner of By The Network, Danish is also a regular judge at the Effies and WARC Global Effectiveness Awards and a contributor to popular industry rags.