Kaylee Van Hise
SCRD
/23
The Challenge
South Coast Roller Derby needed a refreshed brand identity that would better reflect its vibrant community and inclusive values. While a previous logo redesign had been completed, it lacked a cohesive brand presence across its web presence, merchandise, social platforms, and internal materials. The object was to unify the league's identity, ensuring it was bold, recognizable, and representative of the league's spirit.
Process
I built out the new brand to be bold, playful, and instantly recognizable with a lively color palette and strong typography. To ensure brand continuity and success in the future I created a comprehensive brand style guide for the league.
Next, I applied the refreshed identity to social media, establishing clear guidelines for formatting, styling, filters, and brand voice. I also launched a new merchandise line featuring the updated branding, enhancing visibility and community engagement.
The most extensive project was the website redesign. Through thorough research, I ensured the site could meet the complex needs of a registered nonprofit — including managing dues-paying members, facilitating event ticket sales, and scaling into a functional e-commerce platform.
Solution
Refining SCRD's branding was an iterative process. I experimented with different styles, gathered member feedback, and analyzed engagement analytics to make data-driven adjustments. The result was an average organic follower growth of 19.25% across all active social media platforms and a nearly 40% increase in league membership.
Key takeaways
Working within the constraints of a nonprofit was a challenging yet rewarding experience. I gained valuable insights and successfully sourced numerous free or heavily discounted resources tailored for nonprofits. As a result, brand perception has significantly improved, earning stronger positive recognition from outside leagues and skaters.