"El Capitan" is a logo design and research project for a conceptual climbing and outdoor gear brand.

Extensive research was conducted on industry leaders like The North Face and Patagonia to understand market trends, audience preferences, and effective branding strategies.

The design process included creating a logo and visual identity that reflect the brand's adventurous spirit and commitment to quality. Part of the process involved creating striking campaign images to represent the industry and its marketing approach to different demographics. Additionally, store mockups were created to contextualize the logo in a retail setting.

The final campaign images integrate bright, colorful aesthetics and feature glorified outdoor settings where the brand can be prominently showcased.