Texas Roller Derby needed a high-energy, low-budget branding campaign to distinguish the Texas Roller Derby Lonestar Rollergirls, as they were called at the time, from their similarly named crosstown rivals, the Texas Rollergirls. Not merely girls, the idea was to present them as a league of extraordinary, not-so-gentle women. Additionally, there were opportunities to tell stories about the teams and players, the stars of this sport, and relay information about the derby and upcoming matches to entice everyone from newcomers to hardcore fans.
Under the rebrand, the Texas Roller Derby league was changed to TXRD to distinguish the group from the Texas Rollergirls; the acronym also worked better as a logo, like NFL or NBA, and legitimized the league of athletes.
A new logo was designed for and the ad campaign featured everything from wild postings, local media (ads in The Onion), skate fliers and Facebook posts, to fan merchandise (girly Ts, stickers, team decals), all maximizing the “tension of opposites” in the copy and the typography. Examples: “Wreckreation,” “Beauty School Knockout,” “Pretty Gritty,” “Before we put a little hurt on, we put a little skirt on,” “Pinups who do Chin-ups,” and “Bitches in Stitches.”