Leimert Mountaineering exists to elevate people of color on and off the mountain. I led the brand from James Coffman's first logo to a full identity: voice, social, campaign and creative direction. Inspired by early-2000s Smack DVDs, every element was hand-scanned for zine-like grit. The result: work that ran across social, ads, pop-ups and press, and helped earn a place in REI's Path Ahead Ventures program.