• Benchmark

Branding System

Benchmark is a state of the art bouldering gym fostering positive progression in a beautifully designed space.

We worked closely with Benchmark to build their brand identity from the ground up. This included establishing a set of core values and a brand strategy together with our close collaborators Inside.company.

With a foundational strategy in place, we crafted a cohesive visual identity including a logo mark, website, touch points, spatial design and branded merchandise. This overarching visual experience creates a serene sense of space more rooted in the natural world.



In the 1800’s european surveyors would carve triangular marks into stone to serve as a reference point into which an angle-iron could be placed to form a “bench” for a leveling rod. Benchmarks could be linked together to create detailed maps of any area. Together these marks help set the standards for building structures that would become villages, towns, and today’s modern cities.

Eighty years later, the US Department of the Interior would create the United States Geological Survey. Under an ambitious 100 year project, the USGS set out to map the United States in richly detailed topographic maps. During daunting mountaineering expeditions, surveyors would measure and set reference points by permanently placing survey disks in stone at key locations. These markers allowed a surveyor to return to a location or create a new known location with a high degree of accuracy.

Just like all data, a single benchmark is just a number – on its own not really providing much value. But when combined and compared against other benchmarks they become a series of reference points that give you a detailed understanding of the topography. The same is true for understanding climbing progression.

Climbing Gym

From seamless online bookings to immersive indoor climbing sessions - every aspect of Benchmark was thoughtfully designed with the users experience in mind.


Client: Benchmark
Directed by: Oddfellows
Executive Creative Direction: Colin Trenter
Executive Producer: Erica Kelly
Producer: Jennifer Szeto
Art Direction : Yuki Yamada
Design: Yuki Yamada, Caroline Choi
3D: Eli Ayres
Brand Strategy & Copywriting: Inside Co