The brand on the poster
It leads on public and audience-facing pieces: the website, social, tickets and the stage.
ClimbUK, ClimbGroup and Climb27
A festival poster with a clear next step
Full festival: fun, punchy, exciting. Real crowds under stage light, huge uppercase type with one word in orange and one in italic, stickers slapped on, logos and names drifting past, and Climb Orange that glows. Never a corporate conference look.
The family
Three names, one poster
The edition
It leads on event pieces, with ClimbUK as the endorsement.
The organisation
Footers, legal lines, contracts and corporate decks.
Before anything else
The five rules
Dark first
The default ground is Dark Brown, with Charcoal as the second dark ground. White and Light Grey are for reading-heavy pieces: documents, long emails, forms.
Orange leads, it does not flood
One orange button or call to action per section, slide, post or screen. Around it, orange markers are welcome: an orange word, the short orange rule, a sticker, a glow.
Type does the shouting
Montserrat Bold or Black, uppercase, tight leading. One word in Climb Orange and one in italic per headline. Open Sans for everything people read.
Real people, real light
Actual attendees, speakers and stage moments, with consent. Full colour under a Dark Brown fade where text sits. No stock handshakes, empty rooms or generic skylines.
Contrast is not optional
Pick a preset and use its pairs. White on Climb Orange only at 19px bold or larger, 14pt bold in print. Check a pair.
Everything, live
Pick a stage
Switch the theme at the top of any page to see the whole book, and every component in it, in Dark, Light, AAA Dark and AAA Light.
Colour
The palette, the five presets, the four themes, a live contrast checker and the swatch files.
Type
Montserrat and Open Sans, the type scale, a headline builder and the font files.
Logos
Every logo for ClimbUK, ClimbGroup and Climb27, the right one for each ground, and every master to download.
Drawings
The hand drawn line set, one drawing per message.
Icons
Social and contact icons in outline and circle styles.
Photography
Real festival photography for layouts and mock-ups.
Layout
Spacing, radius, elevation, breakpoints and tap targets.
Motion
Durations, curves and movement, played live.
Components
Every part of the system as a live component, in every theme.
Design tokens
Colours, type, spacing and motion as code.
Templates
Document, slide, spreadsheet and video templates.
AI
Open Claude, Codex or Copilot with the brand skills loaded, or install them once for every agent you use.
Social
Banners, headers, posts, stories and share tiles.
Call backgrounds
4K video call backgrounds.
Wallpapers
Desktop and phone wallpapers.
Stage and screens
Holding slides, lower thirds, name cards and wayfinding.
Print and merch
Posters, banners, badges, merch and signage.
Email
Signature templates, the footer and campaign banners.
All guidelines
Digital UI, motion, photography, video, print, press, signatures and voice.
Downloads
The whole kit, or one section at a time, as ZIP, 7Z and TAR archives.
Graphic language
One motif per piece
Draw it in Climb Orange or as a tone of the ground. Motifs are decoration: keep text off busy areas and never put meaning only in a motif.
The Ascent
Rising steps and stacked chevrons for upward progress. Dividers, corner marks, progress bars.
Contours
Topographic rings, as on a climbing map, with one ring in orange. Quiet backgrounds and merch.
Stage Light
Soft beams and glows of orange across a dark ground. Main Stage Moments, screens, heroes.
Connections
Dots joined by fine lines, with one orange cluster of three. Find Your People, partners.
Highlight bar
A solid orange bar behind one word of a headline: the poster version of the orange word.
Festival devices
Two or three per piece
These carry the energy. Every one of them is a live component you can switch between themes and copy.
The orange word and the italic wordIn every display line.
The short orange ruleAbove a statement, with a tracked uppercase eyebrow.
StickersSmall tags tilted a few degrees, pinned to a card corner or a photo.
Ticket cardsA dark glass card with stub notches, a tear line and the one button.
Photo cards and wallsTitle on top, line at the bottom, a Dark Brown fade.
Lineups and marqueesNames set like a festival poster; logo rows drifting past.
Photo fadesA full-width photo faded to Dark Brown on the words side.
Ticket progressionOffer cards, the release ladder and honest sold-out states.
SpringCards, photos and stickers lift with a small overshoot when touched.
Pull linksA small uppercase line at the foot of a section, handing the reader on.
Voice
Business with a party, not a party for business
- Confident, warm, specific and plain. Say who it is for and what they get.
- No emojis, exclamation marks, em dashes or en dashes.
- Never Climb on its own: always ClimbUK, ClimbGroup or Climb27.
- No numbers, targets or guarantees. Partners get meetings with the right people.
- Owned lines: The Festival for Business Growth, and Your business. Bigger stage.