KARMA8A Creative Direction
KARMA8A │Global
Brand Direction
THE ASK
Develop a cohesive creative direction for KARMA8A, a new generation bouldering brand shaped by rambunctious community and uncompromising performance.
THE CONCEPT
Over the past five years, climbing has shifted. In a culture where form has always followed function, a parallel language has emerged. Performance still matters, but so does presence. The gym became a stage. The crag became a backdrop. A lifestyle aesthetic took hold within the bouldering generation.
KARMA8A exists for that generation.
A living framework. Color clashing with intention. Logo treatments flexing and distorting. Typography shifting between bold utility and expressive interruption.
Motion restless and reactive. UI tactile and layered. Imagery close and unfiltered. Skin. Chalk. Rubber. Impact.
MY ROLE - ART DIRECTION, BRANDING, GRAPHIC DESIGNCREATIVE DIRECTOR & STRATEGIST - ANDERS SCHANS*MOCKUPS BELOW ARE EXAMPLES USED TO DEMONSTRATE THE CREATIVE DIRECTION IN ACTION, BUT WHERE NOT PRODUCED
THE RESULT
A gritty, dynamic visual language. Purposefully chaotic. Alive. KARMA8A positioned as a signal for counter cultural bouldering rebels.