Skate Open
The Rockstar Energy Skateboarding Open isn’t just another event—it’s a culture engine, built to elevate athletes, celebrate skate culture, and tell stories all year long. When the Rockstar Design team refreshed the master VIS, I stepped in to lead the charge on how that identity translated into digital and social content — bringing the raw, energetic spirit of skate to life visually and digitally.
Working in-house with the brand and agency partners, I shaped a digital-social strategy rooted in authenticity. My role was to take the detailed VIS guidelines and transform them into visual content that feels gritty, bold, and alive—tailored for skaters and skate fans who expect edge, texture, motion, and personality. I mapped out how design elements—from type, treatment, overlays, hierarchy, motion cues—to layout and color could flex across devices and formats, while staying tightly aligned with Rockstar’s broader visual framework.
The design system I helped build embraces skate culture’s raw energy: rough edges, dynamic movement, unexpected composition, layered textures—all normalized with Rockstar’s aesthetic. The executions weren’t just “on brand”; they carved out distinction in the crowded digital space, making RSEO’s content feel like news, culture, passion—not just promos.
This project reinforced that I’m not just executing assets—I’m helping define how a brand shows up culturally, socially, and visually. By distilling complex VIS rules into dynamic, scalable executions, I enabled Rockstar to connect more deeply with skate audiences and raise the bar for what the brand’s content can be. This comprehensive approach produced a robust slate of 110 owned posts that delivered big results: over 1.5M organic impressions, 1.2K new followers (2.5× above average), 352K story impressions, and 148M total impressions overall.
Through strategic design and innovative content, the Rockstar Energy Skateboarding Open not only connected with audiences and celebrated athletes, but also strengthened Rockstar’s position as a leader in sports culture.
Brand Design Leads → Eli Roe, Adam Wells
Digital Design Lead → Eva Rodriguez
