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Rose City Rollers Reveal Its First Ever Rebrand


Rose City Rollers Reveal Its First Ever Rebrand

Portland, OR. – Portland’s historical women’s roller derby league, the Rose City Rollers, will be skating into its 15th season with a new brand identity and digital home. Airtype, a local design and interactive studio, was thrilled to be selected as a creative partner, having a strong commitment to community and working with authentic brands.

“We had to approach this project with sensitivity given the Roller City Rollers have such a devoted following, many of whom (including Kim the founder) have a tattoo of the original logo.” – Kelsey Barnes, Producer at Airtype

Founded in the early 2000s, women’s flat track roller derby has quickly becoming one of the fastest growing sports in the world. The Rose City Rollers alone have seen it’s membership grow from 100 skating members in 2004 to over 600 skaters and more than 800 volunteers in 2018. As a founding member of the Women’s Flat Track Derby Association, the Rose City Rollers have become an international example for how to operate a successful nonprofit derby league.

For the past year, the Rose City Rollers have been looking for a new venue – both due to changing fire code regulations and increasing membership numbers. Executive Director Kim Stegeman saw the growth and change as the time to make some big decisions internally as well.

“We are starting our capital campaign this fall and we’ll need to raise at least $500k in order to secure our next home. It’s absolutely necessary that we find a new venue in order to sustain our programs, which serve local youth and adults. We’ve been exhausting our options. As we run short on time, I knew it was imperative to face this with professional look and intuitive website in order to represent ourselves and manage the traffic.”
– Kim Stegeman, Executive Director

One of the challenges, especially in the midst of trying to put a new global sport on the map, is credibility. The Rose City Rollers hope to use their new look to harness a cohesive brand identity and digital presence in order to represent themselves accordingly as two-time world champions.

Rose City Rollers, with support from Airtype, will unveil their new brand identity and website, on October 25th at Night Lite Lounge. The event will be from 5pm-7pm and will be capped at 75 attendees. Free swag with the new branding and a chance to win tickets for an upcoming game will be given to the first 20 people that arrive.
The league’s season pass holders were treated to a sneak peek during a private event last week. The reaction of one fan? “It’s awesome. I love everything about it.”


About Rose City Rollers:
The Rose City Rollers mission is to serve women and girls who want to play the team sport of roller derby, connect with an inclusive community, and realize their power both on skates and off.

About Airtype:
Airtype is a studio of developers, designers and strategists who turn businesses into beloved brands.