CRIT
WEBSITE
SCOPE OF THE PROJECT
PRIMARY LOGO
YETI ILLUSTRATION
T-SHIRT DESIGN: "BOULDERING HAS MANY FACES"
T-SHIRT DESIGN: "YETI COLLECTION"
PROJECT BY
HELENA
ALEX YUVERO
ABOUT THE PROJECT
CRIT is a fashion brand rooted in climbing culture—not just in the physical challenge, but in the mindset it builds. It's about perseverance, community, and the freedom found in movement. The brand draws from the raw, often unspoken stories shared between climbers—the quiet focus before a climb, the trust in a partner, and the joy of making it to the top.
The project set out to embody that spirit—translating CRIT’s balance of old-school grit and modern energy into a visual language. The aim was to create something that feels lived in and intentional, simple yet meaningful, and above all, honest to the community it represents.
PRIMARY LOGO
The logo creation process for CRIT was rooted in understanding—not just of the brand’s climbing origins, but of its deeper personality: resilient, communal, and quietly bold. It began with in-depth sessions with the client to define CRIT’s tone of voice, audience perception, and visual positioning—paired with a competitor analysis to better understand the emotional and aesthetic landscape of climbing brands. From there, the goal was clear: to craft a logo that didn’t shout, but stood firm. One that felt worn-in, not worn-out—dependable, grounded, and confident without pretense.
The wordmark was built using Friz Quadrata, a typeface known for its classical structure yet distinctive personality. Its serif forms lend a sense of heritage, while the clean finish gives it a modern ease—mirroring CRIT’s balance of old-school grit and present-day energy.
Every detail was considered for function as much as form. The logo was crafted to remain legible, impactful, and character-rich across all mediums—from textured fabrics to clean screen designs—without sacrificing its lived-in feel. The result isn’t just a mark, but a visual anchor for a brand shaped by trust, movement, and intention.
T-SHIRT DESIGN: "YETI COLLECTION"
For this collection, a Yeti illustration was created that took a unique stylistic direction while staying true to the brand's essence. It was designed as part of a separate capsule collection of t-shirts and hoodies, bringing in a youthful, fun, and slightly irreverent tone. Through multiple brainstorming sessions with the team, one recurring source of inspiration kept surfacing: the vintage look of Yosemite climbers from the ’70s—bandanas, rugged simplicity, and a raw kind of cool. The Yeti captures that spirit, adding a touch of humanity and humor to the brand, while still remaining deeply connected to its core ethos.
T-SHIRT DESIGN: "BOULDERING HAS MANY FACES"
This design emerged from a focused exploration of brand imagery, specifically photography and illustration styles that resonate with CRIT’s audience. After a thorough analysis of competitor trends, it became clear that younger climbers were responding to apparel that felt authentic, community-driven, and reflective of their everyday passion for climbing. The design is minimal yet purposeful, carrying a deeper intention: to celebrate the diversity within the climbing community and to emphasize that climbing welcomes all.
DESIGN NARRATIVE
Every visual element was thoughtfully crafted to strengthen CRIT’s identity. From the grounded logo to the inclusive message of the "Bouldering Has Many Faces" t-shirt, and the nostalgic appeal of the Yeti illustration, each design was developed to speak directly to the brand’s audience. Together, these elements form a cohesive visual language that’s simple, honest, and deeply connected to the spirit of climbing.
“You could tell a lot of thought went into it. It’s rare to work with someone like Helena who truly gets it. The whole process felt thoughtful, and the designs captured what we were trying to say. It was the first time the brand felt real.” — CRIT