Case Study
Bloom
BLOOM
Vertical Hold Climbing Gym
Vertical Hold Climbing Gym - San Diego, CA // November 2023
Vertical Hold Climbing Gym sought to distinguish itself from corporate competitors by cultivating a creative, authentic culture rooted in outdoor exploration, wellness, and community. Drawing from the shared experience of its members, the mural concept is rooted in Joshua Tree National Park during the seasonal moment when cacti bloom. In collaboration with LeeMichael Krieger we transformed the upstairs yoga room into an immersive environment featuring native flora, wildlife, and iconic Joshua Trees, abstracted as hand-like forms reaching toward the Vertical Hold logo, a subtle metaphor for climbing, grip, and presence. The layered, atmospheric background captures the intangible magic of being fully present in nature. Designed to support mindful movement and recovery, the space now invites broader use beyond yoga, serving as a shared environment for group workouts, youth programming, and children’s birthday celebrations. The mural helped turn a previously bland room into a welcoming, multi-purpose hub for the gym’s community.
Post Results:
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Improved member experience and retention
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Increased use of the space
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Strengthened brand identity rooted in outdoor culture
“Gene was fantastic to work with. He asked for just enough input to get a feel for what design we wanted, and took our cues to produce a final design that captured what our business wanted, but pushed the aesthetics of the space in a much better direction that we could have arrived at on our own. He stayed true to our vision but expanded the design in the best ways possible. Gene works fast when he gets on his mission and he stayed with the project until both of us were completely satisfied with the outcome.”
Collaboration with LeeMichael Krieger