For Those About to Roll!
How a simple “Daily UI” challenge sparked a full brand concept.
Client:
Personal Project, 2021
Brief:
What started as a single web page for a ‘Daily UI Challenge’ grew into a full brand concept for a pro rollerblading store—complete with logo, color palette, motion, apparel, and event-ready visuals.
My Role:
Creative Direction and Design
Outcome:
A cohesive concept brand—logo, motion, colour system, and merch—that captures the sport’s playful, dynamic character while nodding to the precision demanded by pro-level gear.
Process:
Started with a Daily UI Challenge prompt to design a single product page, but quickly expanded the scope. Defined a vibrant, safety-driven colour palette built around a signature bright orange—equally suited for digital storefronts and apparel visibility at night skating events. Designed a clean, scalable logo, then animated it to amplify brand energy. Developed mockups to place the brand in real-world contexts, from e-commerce product shots to hoodies in massive group skates. Balanced a playful, community-focused tone with sharp, minimal layouts to echo the precision expected from high-performance gear.
E-commerce layout from a Daily UI Challenge, tailored for a niche, performance-driven pro-skating audience.
Chose rollerblading to design around a sport I know and love.
Dynamic logo design and animation capture the sport’s energy while pointing to the brand’s online home.
Four ‘O’s mirror skate wheels and stretch the word like skaters always stretching their fun time on wheels.
The “Own The Roll” apparel line is created to resonate with skating communities.
Bright orange hoodies designed to stand out at massive night-skating events in cities like Paris, Barcelona, Warsaw and New York.
Yes, we love to show off—but more importantly, bright colours keep us safe on streets.
The brand slogan “Own The Roll” is an intentional wordplay—encouraging skill mastery while nodding to the act of owning your gear. Both motivational and transactional.
HTML5 Banner Ads
Paper Wristbands
Shipping Boxes