beta boulder blast 10

Beta Boulder Blast, the renowned climbing competition hosted by Beta Bouldering Gym, draws athletes from across the Southwest every year. This year's event was their 10th anniversary, and the assignment was to design event branding that paid homage to the beautiful mountain town of Flagstaff, Arizona.

The event's primary 'X' graphic was designed with custom vector illustration in collaboration with AI technology. The symbols depicted are classic emblems of Flagstaff: mountains, pine trees, a starry sky, the train that passes through town, snow days, and sunflower fields.