CREATIVE DIRECTOR + BRAND STRATEGIST
ROOSTER TEETH BRAND
Role: Brand Strategy, Creative Director
Site: roosterteeth.com
Rooster Teeth had built an exceptionally loyal audience as a pioneering digital entertainment company, but its success within a niche community was beginning to define the limits of the brand. As the company expanded into animation, film, gaming, podcasts, merchandise, streaming, and major live experiences, it needed to evolve without losing the authenticity that made its community so valuable.
I led the brand refresh and creative evolution of Rooster Teeth, working across the master brand and a portfolio of more than 300 shows, properties, and campaigns. The work modernized the brand, strengthened its visual and creative consistency, and helped position Rooster Teeth for broader audiences, major entertainment partnerships, and ultimately acquisition by WarnerMedia.
SEE CASE STUDY BELOW
STANDOUT METRICS
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300+ Shows & Properties
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WarnerMedia Acquisition
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Times Square & Broadway Presence
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New York Comic Con Presence
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$44M Podcast Deal
Credits
Photography by Wes Ellis
Modeled by Barbara Dunkelman, Fiona Nova, Malik Baptiste, Nick McCollin
All logos, trademarks, and characters © and ™ DC and WBD
ROOSTER TEETH | CASE STUDY
The Challenge
Rooster Teeth had grown from a pioneering online community into a multi-platform entertainment company with a passionate global fanbase.
That success created a new challenge. The brand had strong recognition within its core audience, but its visual language and communications were increasingly rooted in its early internet-community identity while the business was expanding into larger entertainment categories.
The company needed to evolve its brand to appeal to broader audiences and major entertainment partners without alienating the community that had built the company.
The Insight
Rooster Teeth's community was not something to move away from. It was the brand's greatest competitive advantage.
The opportunity was to preserve the irreverent, creator-driven spirit that made Rooster Teeth distinctive while building a more sophisticated and flexible brand system capable of supporting a much larger entertainment business.
The brand needed to become more expansive without becoming less authentic.
The Strategy
I led the creative evolution of the Rooster Teeth brand across its master identity, content portfolio, marketing, merchandise, digital experiences, and major brand moments.
The strategy established a more cohesive visual and creative framework that could flex across different audiences, formats, and entertainment properties while maintaining a recognizable connection to the Rooster Teeth brand.
At the portfolio level, I provided brand stewardship and creative direction across more than 300 shows and properties, developing identities, merchandise, campaigns, photography, video, and marketing systems for both major tentpole releases and ongoing content.
The approach allowed individual shows to develop distinctive identities while creating greater consistency and equity across the broader Rooster Teeth ecosystem.
The Solution
I led the Rooster Teeth brand refresh and oversaw creative across the company's expanding entertainment portfolio.
This included developing and evolving visual identities for major properties, directing 360° marketing campaigns, developing merchandise and retail creative, overseeing photography and video, and establishing creative systems that could scale across the company's growing content slate.
For tentpole properties, I led higher-impact campaigns and visual development while also establishing efficient creative approaches for the broader portfolio. The work spanned animation, live action, gaming, podcasts, merchandise, digital content, and live experiences.
I also helped extend the brand into major cultural and commercial moments, including high-profile campaigns and out-of-home placements in Times Square and on Broadway, while collaborating with entertainment talent and partners including Michael B. Jordan on gen.
The result was a brand system that could operate at the scale of a modern entertainment company while retaining the personality and community connection that made Rooster Teeth unique.
The Outcome
The brand evolution helped Rooster Teeth move beyond its identity as a niche internet company and establish itself as a broader entertainment brand spanning content, streaming, gaming, merchandise, podcasts, and live experiences.
The company's growing cultural and commercial presence contributed to major partnerships and milestones, including its acquisition by WarnerMedia.
Following the acquisition, the creative team's ability to build and engage a large digital audience became strategically valuable within WarnerMedia. The Rooster Teeth team became a go-to creative resource, bringing its expertise in digital entertainment, audience engagement, brand building, and streaming to broader WarnerMedia initiatives, including the rollout of HBO Max, Birds of Prey, and the 85th anniversary celebration of the Batman franchise.
