Lansing Jr. Roller Derby
Lansing Jr. Roller Derby
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USE CASE:
USE CASE:
The Lansing Junior Roller Derby (LJRD) seeks to establish a compelling, cohesive brand identity that reflects its values, mission, and the vibrant energy of youth roller derby. This new brand will include a logo set, design standards, uniforms, and team marketing assets that celebrate inclusivity, safety, and empowerment.
Objectives
Create a bold, approachable visual identity that resonates with young athletes, their families and the Greater Lansing community.
Convey LJRD's core values of inclusivity, safety, community and youth empowerment.
Position LJRD as a standout organization within the Junior Roller Derby Association.
Ensure materials and designs are versatile for multiple applications.
Target Audience
Youth athletes (ages 7–17) of all genders in the Greater Lansing area.
Parents, guardians and supporters who prioritize inclusivity, safety and community values.
Potential donors, sponsors and the broader roller derby and Greater Lansing communities.
MY ROLE:
MY ROLE:
Marketing Manager for the league.
DELIVERABLES:
DELIVERABLES:
Logo Set
Brand Standards
Uniform Design
Team Marketing Assets
OUTCOME:
OUTCOME:
The Lansing Junior Roller Derby’s rebranding project resulted in a vibrant and inclusive visual identity that authentically represents the organization’s mission and values. The new branding features diverse skaters in dynamic, energetic visuals, showcasing accessibility and equity at its core. The designs also celebrate local pride by incorporating symbols and landmarks unique to Greater Lansing, fostering a strong sense of community. This cohesive branding has elevated LJRD’s presence, inspired youth participation and strengthened connections with families, donors and the broader roller derby community.
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