Urban Adventures

Over The Edge Global, North America's leading urban rappelling company, brought me on to develop the website and digital assets for their new initiative: Urban Adventures. The program packages the city’s top experiences into curated, high-energy adventure days.

Web Design
Visual Identity

Tools

Figma
Adobe Illustrator

Duration

4 Weeks

Role

Design Lead
Web Developer

Project Overview

Brief

Design and develop a simple, responsive website to support the launch of Urban Adventures, a new collaborative initiative by Over The Edge. In addition to the site, I was responsible for creating a visual identity and design assets for use by internal teams and brand partners.

Brief

Challenge

With a tight timeline, approvals were fast-tracked — often one page at a time. This meant prioritizing Elementor development over detailed Figma design. The visual identity was kept lightweight and functional due to time constraints.

Challenge

Outcome

Delivered a fully designed and developed website in WordPress/Elementor, along with a compact style guide and visual identity system. I also built out Figma templates for internal teams and hosted a training session to help them use and adapt the assets independently.

Outcome

Defining Visual Identity

The visual identity needed to feel bold, energetic, and clearly distinct from the Over The Edge brand. With limited time for a full brand system, I developed a lean, functional design language that could be consistently applied across digital and print assets.

The core palette features a visual identity using black and grey as foundational tones, with an electric lime accent to inject a sense of adrenaline

The logo is a bold, impactful wordmark designed to be functional and modular, adaptable across formats while maintaining a strong visual presence.

Wireframing and Content Structure

Since the final design was primarily executed in Elementor, wireframing played a key role in shaping the layout early. It helped structure content clearly, organize information flow, and ensure a smooth transition from concept to build without slowing down development timelines.

Website Design Process

Due to extremely tight deadlines, the stakeholders prioritized speed, approving a rough homepage design in Figma before quickly moving into Elementor development. The visual direction needed to reflect adventure, thrill, excitement, energy, and movement, while clearly distinguishing Urban Adventures from the parent Over The Edge brand.

Final Design Outcome

The final deliverable was a clean, responsive three-page website, including the homepage, package details, and About Us section. I also provided a brand style guide, social proof integration, and supporting assets to ensure consistency across partner promotions and future content.