BREAK THE BETA

“Break Barriers and Build Communities”

Break The Beta | Climbing Gym and Academy

Senior Design Showcase | 2025

Break The Beta is a conceptual rock climbing gym and academy located in Chattanooga, Tennessee. Developed for my senior design showcase, this project focuses on building a unique brand from the ground up—centered around the fusion of indoor/outdoor climbing culture and environmental sustainability.

The goal of this project is to develop a cohesive and compelling brand identity, including logo design, packaging, and a user-friendly website. Additionally, the project includes the creation of social media assets, event posters, brochures, and magazine advertisements—each crafted to reflect the adventurous spirit and eco-conscious values of the Break The Beta community.

What is Break The Beta?

"Break the Beta" is a nod to the climbing community. In climbing, "beta" refers to information about a route or a problem—usually passed down from someone who's done it before. To "break the beta" means to do something in your own unique way, take a less traveled path, and challenge conventions. We see this as more than just a climbing term—it's a mindset for life. It's about rethinking how we approach outdoor gear, fitness lifestyle, and sustainability. This approach fosters personal growth, innovation, and a strong connection with the environment.