Point Five
Creating a brand for Scotland's largest climbing and community hub
Point Five is a community-led initiative to revive the former National Ice Climbing Centre in Kinlochleven, transforming it into a world-class climbing destination and vibrant community hub.
Client
Point Five
Services
Strategy - Brand & Marketing Business strategy Brand design Visual design UX/UI Social media management Copywriting
Industries
Sport, Non-profit
Date
2025
Results
Rapid growth in awareness and recognition
Brand consistently cited as a key draw to the project
Boosted credibility with funders, partners, and ambassadors
Strong positive response from community and climbers
Early campaigns gained strong social engagement
Project background
Point Five is a bold community-led initiative to revive the former National Ice Climbing Centre in Kinlochleven, Scotland. Named after the legendary Point Five Gully on Ben Nevis, the project will transform the space into a modern climbing destination and community hub - combining world-class climbing walls with a café, soft play, and multipurpose space for local events.
As a founding board member and strategic lead for brand and design, my focus has been on shaping the project’s identity and positioning from the ground up. I developed a brand strategy rooted in both heritage and inclusivity, then translated it into a visual identity and design system that could flex across digital, print, and environmental applications. Alongside this, I defined the tone of voice and communications approach, ensuring everything reflected the project’s community-first mission.
With no budget, limited infrastructure, and a remote location, the process demanded clarity, creativity, and collaboration - building a brand that inspires trust, rallies community support, and attracts funders while laying the foundation for long-term growth.
The approach
The Point Five identity was built on themes central to the project: climbing, community, location, people, and the shared heritage of both Scottish climbing and local industry. The goal was to create a brand that honours its roots while projecting an ambitious, inclusive vision for the future.
The Name
The name draws directly from Point Five Gully - one of the most legendary ice climbs on Ben Nevis and a rite of passage for winter climbers worldwide. By naming the centre after this iconic route, we grounded it in a place of deep local significance while creating a metaphorical path: from first axe swings on indoor ice to one day standing at the base of the real gully, ready to climb. The name became a symbol of aspiration, adventure, and belonging to a storied tradition.
The Logo
The logo suite was designed to balance flexibility, meaning, and distinctiveness.
The wordmark is a bold, simple articulation of who we are - a climbing centre inspired by Point Five Gully, but built for all. A subtle ice axe detail embedded in the “T” reinforces the grit and spirit of ice climbing without overpowering the name.
The symbol distills our essence into shorthand: “.5” for Point Five, with the head of an ice axe subtly formed within the numeral. This signals our unique offering - the rare chance to climb ice indoors alongside bouldering and sport.
Together, the lockup (symbol + wordmark) forms the core expression of our brand, representing bold ambition, shared passion, and grounded Highland identity.
Colour Palette
The palette takes inspiration from the Highlands in winter - crisp blues, muted greys, and deep natural tones - evoking the drama of the mountains while remaining versatile for community-focused applications.
Contour Device
A graphic system based on the contours of Ben Nevis and the Point Five Gully provides a strong link to place. It functions as a flexible design element across print, digital, and environmental touchpoints, reinforcing our deep connection to the land and climbing heritage.
Tagline
“Born in the Highlands. Powered by people.” encapsulates the dual nature of Point Five - rooted in place, driven by community. It signals both our ambition to create a world-class climbing destination and our commitment to reinvesting in the local area through our CIC structure.
Final results
The Point Five brand has been central to the project’s rapid rise in visibility and credibility. Despite limited budget and resources, awareness has grown at pace, with the identity consistently cited as one of the reasons people are drawn to the project.
Raised awareness quickly - the brand helped cut through in a crowded outdoor and adventure space, making Point Five instantly recognisable.
Credibility boost - the professional, cohesive identity gave funders, partners, and ambassadors confidence in the project’s vision and delivery.
Community resonance - climbers, locals, and supporters alike have responded positively to the balance of heritage and modernity in the brand.
Social traction - early campaigns and ambassador announcements have seen strong engagement, further amplifying the project’s reach.
The brand has not just supported communications - it has become a magnet for attention, trust, and support, laying the foundation for long-term growth and fundraising.