EVENT BRANDING & MARKETING CAMPAIGN
Client: Texas Rollergirls
The Texas Rollergirls are a flat-track roller derby league in Austin, TX.
MAKETING LEAD
Budgeting
Communication
Leadership
Management
Optimization
Outreach
Partnerships
Planning
Promoting
Strategizing
ART DIRECTION
Collaborating
Conceptualizing
Curating
Direction
Presenting
Problem-solving
Production
Strategizing
Storytelling
Visioning
GRAPHIC DESIGN
Branding
Crafting
Compositing
Designing
Editing
Formatting
Layout
Production
Refining
Retouching
Typography
The Texas Rollergirls were set to host one of four Women’s Flat Track Derby Association (WFTDA) Regional tournaments from June 28 to 30, 2024.
Known as the North America South Regionals, the event brought together the top 12 ranked teams from the North America South region for a weekend of high-level competition in Austin.
To build excitement around the tournament, I developed the event’s overall brand identity, visual direction, and look and feel, creating a cohesive system that carried across promotional and event materials. The creative was designed to capture the energy and competitive spirit of roller derby while establishing a distinct identity for the tournament.
From the initial branding and campaign concept to digital, social, print, and promotional materials, the work helped build awareness within the Austin community, engage existing fans, and introduce new audiences to competitive roller derby.
LOGO DESIGN
Traditionally, roller derby leagues hosting a Regionals event rename it to something more fun and reflective of their city. This year, since the Texas Rollergirls were hosting, the event was dubbed "Deep in the Heart of Derby."
As a Texas Rollergirl and a proud Texan, I wanted our love for the sport and our Texas pride to shine through all the marketing materials, starting with the tournament logo. The logo features stacked typography in three different font styles, filling the shape of Texas, with colors inspired by the Texas flag.
EVENT LOOK & FEEL
A style guide was created to outline the tournament's design details, including the logo and color breakdowns, ensuring a cohesive look and feel.
TEAM MARKETING PACKET
Each of the top 12 teams that qualified for Regionals received a packet of marketing materials featuring visuals of their players and their league's logo, all designed to match the Regionals' cohesive look and feel. The packet included a poster, flyer, and social media designs.
PAID SOCIAL MEDIA
Paid media campaigns were launched two weeks before the tournament, targeting roller derby fans in Austin and the surrounding cities.
ORGANIC SOCIAL MEDIA
Throughout the tournament weekend, score and schedule updates were posted.
EVENT PROGRAM
Fans who attended the tournament in person received programs featuring rosters from each of the 12 teams, tournament information, the history of the Texas Rollergirls, and acknowledgements of sponsors and volunteers who contributed to the event.
