Innovative AI Climbing App Case Study

Brand Strategy | Visual Design | UX/UI | Motion Design

Mentors

Diego Marini & Connie Lui
Gary Van Broekhoven

Time

March 2024 - today

My Role

Brand Strategist, Visual Designer, UX/UI Designer, Machine Learning, Python Programming

Project

TENDOR: The Concept

Climbing is more than just a physical challenge. It involves identifying suitable routes, getting personalized training, and fostering a community. My journey with Tendor originated from these challenges. My objective is to make climbing more accessible, engaging, and safe by establishing a supportive ecosystem. It will provide an integrated platform with solutions designed to enhance every facet of the climbing experience for climbers at all levels.

Centerpiece

TENDOR App in the Ecosystem

The app is combining body movement tracking with augmented reality (AR). It allows climbers to visualize routes and receive tips directly through their mobile devices, shared by the climbing community.
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Furthermore, the app incorporates machine learning by analyzing climbers' movements and preferences to provide personalized feedback and recommend optimal climbing routes based on the user’s style and progress.

Brand Book

Mission

We (em)power athletes through groundbreaking experiences, leveraging cutting-edge technology to enhance human performance.

Our mission is to empower athletes by providing them with revolutionary experiences that push the boundaries of what is possible.

Vision

To drive a future where sports transcends physical and spatial limits.

The vision is to create a future where sports go beyond the constraints of physical and spatial boundaries (XR) and where sports breaks from all boundaries, enabling athletes everywhere to connect and excel without limits.

Creative Platform

(Em)Powered Performance

The tagline highlights Tendor's focus on both empowerment and enhanced athletic performance. The use of "Em" in parentheses emphasizes the support and strength provided to climbers, while "powered" reflects the boost in performance through technology.

Main Insights

Analysis of Competitors

Next, I conducted a thorough analysis of four indirect competitors in the climbing app market.

In examining the landscape, I found that many climbing apps lacked personalized feedback and community features. This gap allowed Tendor to introduce a uniquely user-centric service that focuses on individual improvement and communal connection.

01

Great Potential in
AR Technology

02

Interface and Experience

03

Accessible Information and Tracking

04

Innovation Beyond Entertainment

Brand Differentiators

Target Segmentation

Visual Design

Crafting the Visual Identity of TENDOR

When designing the visual elements of Tendor, my goal was to create a brand identity that reflects the company’s core values of community, playfulness and empowerment. The wordmark design began with sketches that evolved into a symbol summarizing both the movement of climbing and the forward-thinking nature of our technological solutions.

[data-wf-bgvideo-fallback-img] { display: none; } @media (prefers-reduced-motion: reduce) { [data-wf-bgvideo-fallback-img] { position: absolute; z-index: -100; display: inline-block; height: 100%; width: 100%; object-fit: cover; } }

Visual Design

Colors

I chose turquoise for Tendor's look because it's not common by competitors in climbing, making us stand out. Turquoise also represents safety and energy, which are important in climbing. It also stands for the mix of nature and digital technology, reinforcing our dedication to creating a supportive and empowering climbing community