Charmaine Cheng (IDEA 19) wins RGD Award for Concept Development with Rosedive Skateboard School for Teen Girls

Congratulations to Charmaine Cheng, Art Director & Designer at Rethink Communications Vancouver (IDEA Grad 2019) for winning the RGD Award for Concept Development with her Rosedive Skateboard School for Teen Girls brand identity and art direction project. Check out her multiple award-winning project!

Rosedive is skateboard school for teen girls. The name has two roots: Rose, for empowered women from the past, and nosedive, a skateboarding term that represents going headfirst without fear. Rosedive aims to inspire confidence, and show that femininity and strength are not mutually exclusive.

*Photography credits to 100% Skate Club and Anna Rafeeva.

Rosedive was created because I wanted to empower girls during a vulnerable point in their lives. I decided to create a skateboarding school because skateboarding is an incredibly male-dominated sport, and it felt like a great space to try to disrupt and make waves. The basis of the concept is the juxtaposition between femininity and grit. Every touchpoint of Rosedive aims to challenge the preconceived notions that girls are weaker or lesser than.

“The synergy of the pieces is excellent - together and each piece supports the concept very well. Love the use of the petals and typography. Excellent work!”

— Robin Honey RGD, Brand Consultant

Category

Brand Identity, Art Direction

Recognition

2019 Applied Arts Student Annual Feature
2019 ADCC Student Awards Finalist
2019 RGD Zync Award for Concept Development
2018 Jim Rimmer Community Scholarship for Design Award Finalist

“Many congratulations to all our RGD Award winners and honourable mentions! This year, there were 973 submissions from 462 design students attending 34 post-secondary schools across Canada, so we did exceptionally well!”

— Carol Aitken, Co-Coordinator of IDEA School of Design

“Capilano University’s IDEA School of Design offers a 4-year Bachelor of Design in Visual Communication degree in North Vancouver, British Columbia with exciting career outcomes for a new generation of creative professionals.”

— IDEA School of Design

The Association of Registered Graphic Designers (RGD) is a non-profit, professional Association that represents over 4,100 design practitioners, including firm owners, freelancers, managers, educators and students.

For all the winners, see rgd.ca.

For more on Charmaine see charmainecheng.com.

See also: Six IDEA alumni at Rethink Communications Vancouver offer career advice to IDEA students as they prepare for industry internships and practicums