Designers Allie Heesh and Sara Silva Santos Create Brush Lettering Brand Identity for Coimbra Climbing Gym upa!

Designers Allie Heesh and Sara Silva Santos developed a distinctive brand identity for upa!, a bouldering gym in Coimbra, Portugal. The project breaks from conventional outdoor recreation aesthetics by employing organic brush lettering and collage techniques. Founders sought a welcoming yet credible atmosphere that emphasizes fun, creativity, and social connection over performance-driven intensity. The raw, warehouse-like space influenced the analogue approach, with textured type treatments and handmade elements. Color was introduced for warmth and accessibility, targeting students and families. The identity scales across signage, print materials, and digital platforms. Inspiration came from zines, independent print culture, and Berlin's climbing scene, though the designers avoided pastiche in favor of a universal, open feel. The system supports community events beyond climbing, with the gym thriving as a local hub over the past year.