ABOUT

Skate culture thrives on creativity and pushing limits, just like ROCKSTAR ENERGY. For the first-ever ROCKSTAR ENERGY OPEN in Portland, Oregon, our PBNA team built a simple and dynamic visual identity system that fueled the event and set the stage for future competitions. Inspired by skateboarding's raw, rebellious spirit, the design features high-impact patterns, color-blocking, and a contrasting palette that mirrors the texture of the city’s streets. Every detail channels the electric energy of the sport and the Rockstar brand.

To establish Rockstar Energy as the official action sports brand of PepsiCo, the event branding had to strike the perfect balance, amplifying the presence of Rockstar while staying true to the skateboarding community. We needed a flexible design system that incorporated Rockstar as an organic part of the culture, not just the official sponsor. Every touchpoint needed to reflect the grit, movement, and individuality of skateboarding while seamlessly integrating our brand identity.

Our modular design system delivered a robust library of logos, bold graphic patterns, high-impact color blocking, and a signature rose motif paying homage to Portland, the "Rose City." At the heart of the identity was the Globestar logo, symbolizing the inclusivity of amateurs, pros, men and women all competing together. The circular typeface mimicked the shape of a skateboard wheel, reinforcing movement. We extended our 360 design system across everything from event signage and course branding to a full line of apparel, custom skate decks, and a limited-edition Rockstar Energy can, making the brand presence feel authentic yet seamlessly integrated.

The Rockstar Energy Open, where our visual identity was present at every turn, shattered expectations. Our fresh custom artwork contributed to 2 billion+ PR impressions, 160 million+ earned and social impressions, and 11.2 million livestream views. Attendance topped 25K, and Rockstar also saw a boost in sales during the launch period. The event was also honored with the 2024 Rose City Award from Travel Portland. Our daring visual identity helped establish the Rockstar Energy Open as a must-watch event in the skateboarding world—one with a future as promising as its debut.

With an adaptable design system built for evolution, Rockstar Energy captured the irresistible energy of skate culture and is fueling the future of the sport.