The Edge is a climbing sports gym based in Riyadh that recognised the value of creating a robust and comprehensive brand and experience design system from the outset.

They brought me on board to head strategy and design, and set the vision and mission for the company.

I worked collaboratively with leadership and a small, tight-knit design team - leading and demonstrating how to harvest and harness data and insights, from research with the local climbing community, to formulate a brand and product strategy.

Using our learnings we designed an experience design framework we called Traxion, that captured the core principles and translated them into a design system based on the theme of behavioural and psychological transformation.

With Traxion, we were quickly able to build brand and products assets internally, whilst enabling external content creators to work intuitively and effectively within the parameters of our guidelines.

The result was a rapid brand and product rollout that was enthusiastically adopted by the climbing community, and enabled The Edge to rise to prominence as one of the leading climbing gyms in Saudi Arabia.