The largest challenge of this collaboration was not introducing a whole new look for Athens Ohio Roller Derby, but rather refining the current elements that the organization previously had. The main goal of this collaboration was to focus on restating the brand’s current identity.

The first step taken to refine AORD’s brand was to identify the main adjectives and mission of the organization. Focusing in and recognizing the hard, gritty work of the roller derby members and the Appalachian resilience was key.

Several new fonts were introduced to AORD, as well as new approaches to marketing visuals and website design.

After considering the values and mission of Athens Ohio Roller Derby, new ways to increase interaction with a larger audience were put into place. Strategies of improving visual attraction to the organization were discussed and finalized. After several meetings and discussions, the desired outcome was achieved.

The collection of images below is an example of the achieved direction of AORD’s redefined brand and aesthetic.

The final step of this process was to provide Athens Ohio Roller Derby with their finalized and polished style guide. The style guide includes, fonts, color palletes, best practices, etc. This is a guide to steer the organization in the direction of cohesive design to increase pattern recognition in viewers and audience.