DURHAM
ROADRUNNERS.
A real-time social media and creative system for the Durham Roadrunners Junior ‘A’ Hockey Club. The work brought game-day promotion, scores, standings, player milestones, ticket sales, team announcements and live coverage into one recognizable digital presence.
Built for the pace of a hockey season.
Games, scores, standings, player achievements and promotions all have short windows of relevance. A flexible visual language using the Roadrunners’ orange, black and white palette, oversized typography, player photography and repeatable graphic treatments made it possible to produce recognizable content quickly throughout the season.
Information that lands in seconds.
Recurring formats covered game-day promotion, final scores, standings and opponent matchups. The hierarchy was designed for fast scanning on mobile: the result or event leads, team identity remains visible, and supporting details stay accessible without competing with the main message.
More than scores.
The system also supported the stories around the team: player milestones, re-signings, rankings, ticket packages and other promotional messages. That range turned the feed into an ongoing team communication channel rather than a collection of isolated game graphics.
Planned creative. Reactive publishing.
During games, the content moved from planned posts to live publishing. Updates covered goals, penalties, power plays, period timing and score changes on X, allowing supporters to follow the Roadrunners as games happened and extending the team’s presence beyond the arena.
A stronger digital presence with measurable reach.
The social program combined consistent design, timely publishing and video content to grow the Roadrunners’ visibility and engagement. The team’s recorded social results included reach, follower growth, league amplification and increased interest from minor hockey players.
