OVERVIEW
Initiated as a celebration of tattoo and motorcycle culture, the Roughrider Ink & Iron Expo (RIIE) now marks its 10th anniversary as a cornerstone in blending artistic expression and mechanical craftsmanship. With over 90 tattoo artists and 100+ custom motorcycles on display, RIIE has become a pivotal event, drawing enthusiasts and artists together to share in their passion for ink and iron.

Specializing in showcasing a diverse range of artistry and motorcycles, from vintage to modern, RIIE orchestrates an annual gathering that fosters community engagement and celebrates the shared skills of its participants. With a commitment to inclusivity and empowerment, the expo not only highlights talent but also supports charitable causes, notably donating to Make-A-Wish® North Dakota.

As RIIE looks toward the future, it remains dedicated to enriching the cultural tapestry of its community, bringing people together through their shared passions for tattoos and motorcycles, and continuing to serve as a platform for creativity, camaraderie, and giving back.

SOLUTION
As the lead graphic designer and marketing strategist, I embarked on a comprehensive branding overhaul for RIIE. This entailed:

Graphic Design
Developing a fresh visual identity that resonated with the diverse RIIE community, including designing a new logo, event theme, and cohesive branding materials that reflected the expo's unique blend of tattoo and motorcycle culture.

Social Media Content & Marketing Strategy
Crafting engaging social media content tailored to different platforms to build anticipation, drive engagement, and boost ticket sales. This included creating targeted digital ad campaigns on Google and social media platforms to reach a wider audience.

Advertising & Promotional Materials
Producing a range of promotional materials, including digital ads, radio commercials, banners, signage, handouts, T-shirts, stickers, and legal documents, ensuring brand consistency across all touch points.

Event Collateral
Designing and producing essential event collateral such as slideshows, swag, trophies, backdrops, alongside executing both live and portrait photography during the event to capture the essence of the experience.

Collaboration
Working closely with sponsors, vendors, and tattoo artists to gather and incorporate their input into the design materials, ensuring that the branding accurately represented the diverse community involved with RIIE.

RESULT
The rebranding efforts led to a significant uplift in the RIIE's brand perception and market presence. Notable outcomes included:

Increased Engagement
The refreshed social media strategy and engaging content led to a substantial increase in online engagement, with higher interaction rates and significantly more followers across platforms.

Enhanced Event Experience
The cohesive branding across all materials and collateral improved the overall attendee experience, making the event more memorable and shareable.

Higher Attendance
The strategic digital marketing campaigns contributed to a notable increase in ticket sales, with a higher turnout of both repeat and new attendees.

Positive Feedback
Feedback from sponsors, vendors, and attendees was overwhelmingly positive, with many highlighting the professional and cohesive look and feel of the event materials.

Community Growth
The successful rebranding and marketing efforts not only solidified RIIE's position as a pivotal cultural event but also fostered a stronger, more engaged community around the expo.Through strategic design and marketing initiatives, the branding evolution of the Roughrider Ink & Iron Expo not only overcame initial challenges but also set a new benchmark for future events, ensuring its continued success and growth.