Roll

Overview
I partnered with a former colleague to rebrand and build a comprehensive visual identity for Roll, a Jiu-Jitsu-focused performance tracking app. Unlike traditional fitness or combat sports platforms centered on win-loss records or social popularity, Roll emphasizes performance transparency, skill progression, and a merit-based ranking system rooted in the spirit of the sport.

Challenge
The app needed a brand identity that authentically reflected Jiu-Jitsu culture while differentiating itself from generic fitness trackers and social-driven sports platforms. The visual system had to resonate with both seasoned practitioners and newcomers, balancing credibility with accessibility.

Role
As the lead designer on the project, I conducted research, developed the brand concept, and designed the full visual system. This includes logo, typography, color palette, and social extensions. My role focused on translating the values of discipline, progression, and respect into a cohesive and scalable brand identity.

Outcome
The final brand system positions Roll as a performance-first tool built specifically for practitioners who value skill development and transparency. The identity blends modern digital aesthetics with authentic references to Jiu-Jitsu culture, creating a strong foundation for future product expansion and community growth.

Client: Roll
Client: Anthony Kondeati
Creative Lead: Chris Cadiz
Mobile UI/UX: Chris Cadiz