Beta Boulders
Social Media & Branding
As an in-house multi-disciplinary creative at Beta Boulders, I am leading a comprehensive overhaul of the brand's digital presence and visual identity. This project involved a complete re-branding, the design and implementation of a new website, and ongoing management of the brand's social media strategy to drive community engagement and membership growth.
Client:
BETA BOULDERS
Role:
Lead Designer
Year:
2025
Challenge
A core challenge of this project was operating as a solo, multi-disciplinary creative while simultaneously executing a complete brand re-design and maintaining high-velocity, day-to-day social media management. I wasn't afforded a dedicated incubation period for the re-brand; the new visual identity and voice had to be conceived, designed, and executed while producing all daily content. This presented a major hurdle: I had to "build the plane while flying it." The pressure was on to define and transition to the new brand standards without disrupting the daily content schedule or confusing our audience.
Results
This constraint forced an iterative and highly adaptable approach. Instead of relying on large-scale mock-ups, the final visual and tonal guidelines for the re-brand were developed, tested, and cemented in real-time through live social media experiments. I was responsible for the entire process—from strategic concepting and design to execution and analysis. This intense environment ensured the finished brand is robust and practical, proven to be effective for content creation, and immediately resonant with the core Beta Boulders community. It demonstrates the ability to manage complex project scopes, maintain brand consistency, and produce high-quality work under the constraints of a high-volume, resource-limited environment.
