ROXY REBRAND
Design Strategy Semester Project
INTRODUCTION
This semester-long project for my Design Strategy course challenged me to take a brand from research to execution. The assignment required a full brand audit, strategic research, and the development of a new logo and supporting creative work that reflected a refreshed brand direction. The goal was to apply the design techniques and strategic frameworks learned throughout the semester and bring them together in a cohesive rebrand.
I chose to work with Roxy because, as a student-athlete, I am drawn to brands that empower women and encourage confidence, strength, and self-expression. Roxy naturally embodies these values, and this project gave me the opportunity to interpret the brand through my own creative lens while building work that feels meaningful, intentional, and aligned with who I am as a designer.
“This is amazing. One of the best [design portfolio’s] I’ve seen in my years teaching here. Excellent use of type, color, graphic elements, and overall design. Great job!”
- Jeremy Flath
Design Strategy Professor
LIKE A GIRL CAMPAIGN
As part of a Roxy rebrand in my Design Strategy course, I developed the Like a Girl campaign following a comprehensive brand audit and logo redesign. Inspired by the phrase “You run like a girl,” the campaign reframes a commonly used insult into a statement of power. Rather than diminishing women, Like a Girl celebrates strength, confidence, and individuality, showcasing women as bold, fearless, and unapologetically capable. Through strong visuals and empowering messaging, the campaign aligns with Roxy’s adventurous spirit while reinforcing the brand’s commitment to female empowerment and self-expression.
WEBSITE DESIGN
As part of the Roxy rebrand, I designed a website experience inspired by modern outdoor and lifestyle brands known for clean, confident digital storytelling. The goal was to create a digital presence that feels refreshed, modern, and updated while still honoring Roxy’s bold and empowering identity. Through dynamic layouts, strong typography, and intentional use of imagery, the design communicates movement, confidence, and adventure, reinforcing the brand’s connection to active, fearless women.
Alongside the visual direction, I prioritized user experience to ensure the site felt intuitive and engaging. I focused on clear navigation, logical information hierarchy, and smooth page flow to guide users seamlessly through the content. Each design decision was made to balance usability with expressive branding, resulting in a website that feels contemporary, user-centered, and visually impactful.
EMAIL NEWSLETTER
Building on the Roxy rebrand and website design, I created a promotional email newsletter that carries the refreshed visual identity into a seasonal digital touchpoint. The goal was to design an email that feels bold and contemporary while highlighting Roxy’s connection to both snow and surf culture. Through strong hero imagery, playful yet polished typography, and a cohesive color palette, the newsletter captures attention while reinforcing the brand’s adventurous and confident personality.
From a user experience perspective, the layout was designed to be highly scannable and conversion-focused. I emphasized clear content hierarchy, concise messaging, and strategically placed calls to action to guide readers seamlessly through the email. Product features, promotional messaging, and shipping reminders were organized to support quick decision-making, resulting in an email that feels modern, intuitive, and aligned with Roxy’s lifestyle-driven brand storytelling.
CONCLUSION
This Roxy redesign was my favorite project from my college experience because it gave me the creative freedom to fully explore what I love most about branding and design. From experimenting with color and overall visual direction, the process felt both inspiring and rewarding. I loved having the space to play, refine, and build something that felt authentic to me while still honoring an established brand. This project allowed me to push my creative abilities, trust my instincts, and create work I am genuinely proud of. It reflects my passion for thoughtful design, visual storytelling, and building brands that feel intentional, expressive, and true to their identity.