Brand Design on Wheels
Visual Brand Identity Layout Animation Web Typography This is one of my personal projects that I’d love to share. It all started when I was looking for ways to expand my design skill set. I subscribed to the Daily UI Challenge newsletter, which regularly sent out design prompts. One of them was simple: Design a single product page. Seemed like a great exercise, so I went with a product I actually liked—rollerblades.
Then I thought, why stop there? I designed a logo for a specialized rollerblading store that could actually sell them. Then, I animated it. And then I kept going. At some point, I realized—damn, I think I just laid the foundation for a pretty cool brand!
This dynamic logo I designed and animated captures the sport’s energy, emphasizes the business’s online character, and delivers a bold, confident, and encouraging brand statement.
The Concept
Rooooll.ca is the go-to online store for skaters looking to improve their skills. Focused on the sport’s most technical branches—including freestyle slalom, aggro, and speed skating—it offers only top-quality products built for performance.
The beginning of the story—a product page I designed for a Daily UI Challenge. I confess, I cheated; it took me a week.
The Feel
I kept the design clean and sharp—no fluff, no distractions. Why? Because rollerblading demands a clear mind and full focus. This sport harshly punishes mistakes, and whether you're bombing down stairs or fine-tuning your frame setup, precision matters. The brand had to reflect that same streamlined, technical mindset.
Reaching the Audience
I wanted to launch an apparel line to put the brand on the map in skating communities worldwide. In Europe, Asia, and South America, skaters organize massive events—like the monthly night skates in Paris, Barcelona, and Warsaw—where thousands roll together through city streets. That’s a prime stage for promotion. And what cuts through the crowd better than a bright orange hoodie?
Sample HTML5 banner ads I developed—simple, dynamic, and engaging! Just like the sport itself.
Styles for the product boxes. The ones shown here are specifically for the frames. If you’re already exploring different frames for your skates, you’re not just getting started—you’re owning it.