The folks behind Roster weren’t only looking to build rosters on their kiosk interface, but were also looking to build a brand fit for the fairly fresh fantasy sports phenomenon dominating the world today. With a unique approach to daily fantasy sports, Roster reached out to Durham for the assist in positioning, naming, copywriting, design, and strategy so that their brand was built with both sport and skill in mind.

Durham built the Roster brand world from the turf up. Along with finding a name that clearly describes what the true nature of the game is at the core, we positioned their brand world, copywriting, and strategy to make sure it could extend to the kiosk and beyond.

Roster’s initial introduction approach is through the screen of a custom-coated kiosk that’s covered in the brand’s blues and signature slash. Their kiosks can be found anywhere from local sports bars to airport lounges, and in order to create an engaging interface we developed a bright and bold brand that screams sport. Whether it’s the animation in the interface itself, or the attractor videos that autoplay on the kiosk before play, the Roster look, tone and feel is alive and ready for the big game.