ROOSTER TEETH
a WarnerMedia company
Role + Responsibilities:
Head of Creative Services
Lead Designer
Sr. Graphic Designer
Art Director
After 15 years of growing their niche community vertically, Rooster Teeth was in a position to expand laterally to new audiences through film, video content, and animation. I came onboard to lead the creative team in refreshing and elevating the brand identity to appeal to multi-media conglomerates that could help Rooster Teeth reach the next level in entertainment.
Within my first 18 months with the company we were able to achieve a polished and modern look and feel to the company branding, in addition to the 300 shows our team branded and created campaigns for. We worked with Michael B. Jordan on the development of the animated series gen:LOCK, saw our popular animated series RWBY take over Time Square for NYCC, and ultimately we were successfully acquired by Warner Media in 2018.
Identity + Brand Guidelines
In 2019 one of my primary goals was to solve a company-wide problem revolving around brand and style inconsistency. We created a detailed, comprehensive brand guideline to streamline the style, voice, and identity of the long-enduring brand. The brand guideline serves as a template we based the shortened style guides for the remaining 300 shows and sub-brands of the production company.
While working with my team we discovered a wide variety of improper logo usage. We worked across all channels to update our identity to the current, approved usage internally and externally. These elevated assets streamlined the collaboration process, positioning Rooster Teeth to work seamlessly with brand partners, sponsors, and media.
gen:LOCK
gen:LOCK features an all-star cast of voices from award-winning actors such as Michael B. Jordan, Maisie Williams, David Tennant, and Dakota Fanning, the science-fiction series delivers an action-packed tale of mechanized warfare.
Don't worry - the nanotech can't get you here. You're safe!
RWBY
One of Rooster Teeth's most successful animated franchises, RWBY follows the adventures of 4 Teenage girls training to fight crime and monsters, while the world of Remnant remains on the brink of an all out war.
For each volume, we created marketing campaigns, digital assets, billboards, and key art that would support the series throughout each season.