Graphic Design
ROKA Collateral
To reward users who completed the ROKA 200k cycling challenge on Strava in one day, ROKA sent users cycling caps to commemorate the challenge. Because the challenge celebrated cycling’s Spring Classics, many of which have cobblestone roads, I created a vector pattern of cobbles pulled from a photograph of the cobbles in the famous Paris-Roubaix race and featured them on the front panel of the cap. To reflect the setting sun in the challenge badge’s design, I included a yellow-orange gradient on the underside of the brim, which is visible whenever the wearer flips the brim upward.
Strava Challenge Badges
ROKA regularly hosts Strava Challenges, which are running or cycling competitions in the Strava social fitness app. All challenges are accompanied by a badge, which is digitally awarded to users after a challenge completion and shows in their “trophy case”. Each series displayed below shows the evolution from concept badge to the final badge that went out on Strava.
Spring classics Challenge
For the 2019 pro cycling “Spring Classics” race season, I created a badge for ROKA’s challenge to reflect the many cobbled roads that feature in several of the Spring Classic races. I drew inspiration from Aaron Draplin’s Thick Lines series to create a landscape with a cobbled road rising off into the distance to also emphasize the distance of the challenge. The badge is featured in any user who has completed the challenge’s trophy case as well as across Strava and ROKA’s social media accounts.
15/15 Challenge
To reach out to ROKA’s running-focused audience, the 15/15 challenge was introduced on Strava. For inspiration, I drew from running’s heritage and bold, simplistic race stripes reminiscent of old-school competitive run uniforms, the Ivy League, and Chariots of Fire.
ROKA Print Inserts
Throughout my time at ROKA, I was tasked with creating printed cards for various cross-sell marketing. Primarily, the cards I created went into packages for customer orders, with different ones assigned to different products to encourage customers to try out ROKA products they may have otherwise not considered. Cards were also created for events and to announce sales or promotions. For all cards, I selected and edited photos and prepped all for print.
ROKA Email Marketing
As a direct-to-consumer site, ROKA sends its customers and subscribers regular marketing emails. During my tenure, I worked with the marketing team to streamline the email workflow by implementing a briefing process and defining the parameters of what should be included in the brief. Emails were also improved to be better optimized for retina-display devices and the use of live text to improve readability with email clients was worked into the email workflow.
Connote Magazine
Connote magazine was a publication created specifically for CMO’s and today’s new marketing executives, published during my tenure as a graphic designer at D Custom, a content marketing agency based in Dallas, Texas.
Mary Kay CMO Feature
Spreads and infographics created for Connote for a feature on the CMO of Mary Kay.
Duke CMO Study
Spreads and infographics created for Connote on a study conducted by Duke University. The opening spread features an original illustration.
Connote Magazine Cover Concept Illustration
An illustrated cover concept conveying different forms of momentum for the third issue of Connote.
CMO "Zodiac" Illustration
An infographic based on the traditional Chinese zodiac, except the animal names are replaced with the different titles that occur in CMO relationships. The animal assignments are arbitrary.
