Personal project · Brand concept
SOD
- Role
- Creative direction
Graphic design - Scope
- Logo design
Interior concept
Social media concepts
As climbing continues to grow in popularity, the environments built around it have remained largely unchanged. Sod challenges this by reframing the climbing gym as a refined lifestyle space that values design, recovery, and social presence alongside movement.
The name Sod is intentionally ironic: cultivated grass that looks natural but is carefully manipulated, echoing the gym’s approach to creating an outdoors-inspired environment that is precise, designed, and controlled.
The idea
As climbing becomes more mainstream, there’s an opportunity to reimagine the gym as a lifestyle space rather than a purely athletic one. Sod responds with a considered, design-forward, calm, and social environment—supporting movement, work, recovery, and community.
Art direction
Logo & visual direction
Aesthetic climbing gym.
Personal brand concept.
