Vertical Voyages

Positioning a Multi-Program Brand for Growth

St. Louis-based Vertical Voyages provides climbing programs, instructor trainings, and arborist services across the Midwest. As the business expanded, its old website could no longer support the demands of three growing program lines. I built the new site to scale, designed to run entirely by their small internal team.

Brand Positioning

The brand reads as credible—through confident editorial, candid photography, and consistent typography—without sacrificing the warmth that attracts first-time climbers. I combined rounded corners, modular layering, and subtle animations to add depth while keeping the interface approachable. The result is a single identity that carries through program pages, certification offerings, and arborist services without feeling fractured.

Information Architecture

I gave each program page a consistent structure, so visitors can evaluate and act without hunting for information. An interactive location map reinforces the business’s reach across the Midwest. Partner organizations and instructor bios add credibility and ground the business in the local community.

Sustainable Systems

The most important deliverable wasn’t the launch—it was what happens after. I built the backend around the team’s actual workflow: content blocks populate through simple forms, and the same system handles customer registrations, participant information, and waivers. The full lifecycle of a program—from listing to registration and beyond—is managed in one place.

Outcome

The Vertical Voyages team makes updates in minutes instead of days. What used to live across spreadsheets, emails, and disconnected tools now lives in one structured system—allowing the business to add content and manage customers as it grows.