Layout, Brand Strategy, Web Development

CRUX is a high-end aspirational magazine, featuring fan photography, professional interviews, routes and news from around the climbing world. The magazine is focused on providing artistic photos and stories for the aspirational climber, while blending with useful information for those readers that want to learn more and improve their knowledge and skills. CRUX is designed to be experienced in print, but content can also be accessed through their Wordpress site, which was built as a 5-week follow up project to accompany the print magazine.


There are many high quality resources for mountaineering, but there are not many that approach from a design-forward standpoint. These resources are useful for people learning to improve their skills, but fall short in being inspirational sources for aspirational climbers and those intrerested in the artistic merrit.


Create a brand that is focused on content and informing the reader of news, routes, and gear, but has modern, clean design that makes the end product something a user would want to display.


Create a high-quality, print magazine that combines the artistic side of design magazines with the functional side of climbing magazines.

  • Skills Used
    • Layout
    • Typography
    • Research
    • Brand Development
    • Wordpress
  • Duration
  • 10 weeks

  • Systems
  • Brand Strategy, Front-End Development, Layout, Type

  • Collaborators
  • N/A

  • Deliverables

“The mountains are calling, and I must go.”

John Muir, Founder of the Sierra Club


CRUX seeks to attract climbers of all types of skills and experience, from those who have never summitted a peak, to those who have tackled the seven summits. As the magazine seeks to focus on the artistic merrit of the climb, it lends itself to aspirational climbers. The kind of people who work a 9–5 and have a strong income, but are looking to get out into the mountains on the weekend.


CRUX seeks to be modern and aspirational. This is executed through a minimalist style that includes ample negative space, strong underlying grids and limited color pallets. It additionally utilizes Sans Serif type and large stylized pull quotes. CRUX additionally uses less advertisements than would be found in your average magazine. This reduced advertising increases the cost of the magazine but helps give it a sense of validity, professionalism and exclusivity.


As an extension of the brand I created a Wordpress site. The site has multiple layouts for different article types, using advanced custom fields, that can be easily used even by those inexperienced with Wordpress or other content managment systems.