Aneta Urbonaite

Goat's Haus is a rebrand for a climbing gym in Berlin.

Problem

Berta Block climbing gym was founded in 2012, since then the logo and brand’s visual identity has not been changed and updated. Current brand identity misses the actual culture: the colourful holds, the community gathered below a route, the shared problem-solving that makes climbing different from every other sport you can join.

Solution

Rebrand built around the culture of climbing, not the category of fitness. Raw enough to feel real, balanced enough to welcome anyone curious to learn, joyful enough to reflect what actually happens when people climb together.