This FYP is an activation. It is a call to movement. CRUSH is a monthly women’s climbing magazine publication that was created to highlight and celebrate the key women making breakthroughs in rock climbing. This publication is an arena where sports meets editorial. Marrying movement into the realm of visual communication, CRUSH seeks to empower,educate and inspire the reader through the female rock climbing community. This magazine is the result of thorough studies of existing sports publications that are not celebrating our female athletes enough. Through design, layout, photography and a shift in content focus, CRUSH is aimed at challenging the modern day portrayals of strong women, to not haphazardly classify women into various stereotyped categories but to push forth a new-age woman who can do all things.