Building a Brand for the Die-Hard in All of Us


“This makes no damn sense. Who is this for?!” My first thoughts when Mark and Jesse ran through the concept for 29029 with myself and the Brand Apart strategists. I would come to discover that there is a healthy number of people scratching at the chance to climb a ski slope 14+ times just to reach 29,029 vertical feet. Honestly, I kind of want to do it too. Kind of.


The challenge was to embody this wild, never been done before experience into a bold brand identity system.


Scope & Roles

Design: Felix Oliha

Art Direction: Felix Oliha

Brand Strategy: Brand Apart

Photography: 29029

The Mountain

When exploring the identifying mark for 29029, the intent was to avoid literal representation. Though the intent was good, we ultimately realized that this experience was such a leap for most to buy-in to, that a literal logo was warranted. It clearly set the stage for what was to come.

This is the medal design from the first 29029 back in 2017.

7 Summits

29029 began as a single summit, Everest. As the popularity of the experience grew, Mark and his team saw an opportunity to expand the existing brand system. Each mark represents 1 of the 7 highest peaks on earth.


The structure of each summit identifier is built from the original 29029 mark. Unique configurations were made within each containing triangle.



Wellness Defined, Distilled, & Delivered

Coming Soon


Humanizing the Design of Corporate Alignment


Felix is a graphic designer and art director based in Atlanta, GA. Please get in touch if you want to talk about a new project, or if you want to just talk.

©2021 Felix Fernando Oliha. All rights reserved.