First off, I like the illustration and the style you’ve chosen. It reminds me of the old U.S. national park posters. I like the mountains, I like the way you’ve handled the snow. It’s nice.
Orange and blue is a dangerous combination. Sometimes it works, but they’re emotional opposites in nearly every way. Everything in the poster looks peaceful, inviting, calming and outdoorsy. But behind the mountains there’s apparently some sort of Armageddon going on. If it were a subtle orange sunset, it could be nice, but this isn’t a sunset; it’s something ominous. Accentuating the dangerous radioactive glow are the four 8,000-ft tall ice ax tools seemingly set on destroying whatever is left.
In addition, stores like REI and Eastern Mountain Sports certainly sell ice tools and crampons, but they’re not a main draw. Now if Steep Peak were primarily a rock climbing store, sure, a natural switch would be to promote ice climbing in the winter. For an all-around outdoor sports store, though, focusing the imagery specifically on ice climbing might not be as appropriate as something that might resonate a little better with their broader customer base, like skiing, snowshoeing, parkas or snow camping.