Challenge & Solution

How do you connect with seasoned alpinists and 16-year-olds at the local bouldering gym through a consumer catalog? By combining hand-done type and graphic elements, thick textures, stunning photography, and a technical information-rich layout. In addition to designing multiple catalogs for this brand, Shovel’s creative director, Tara Kester, also designed multiple ads showcased in popular climbing and outdoor magazines as well as multiple print and digital sales pieces.