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Design a memorable identity for an indoor bouldering gym located in Sacramento, California. The target audience skews young and male, but includes women and entire families.
Pipeworks is a Northern California indoor rock climbing gym with 40-foot walls and 11,000 square feet of climbing terrain.
Housed in a former pipeworks, the gym identity is decidedly industrial, with a “machine shop” skull and crossbones. The custom typography is based on the idea of pipes and the bending of pipes.