Rootworks
BRAND DESIGN + ASSETS | 2019
STUDIO SCIENCE
For accountants seeking strategic guidance, training, and creative ideas for attainable business growth, Rootworks is the performance platform for the Modern Firm™
The way to better everyday.
Moving into a new brand and eschewing the dull hues and old iconography from this flourishing company, Rootworks continues to grow into this fresh look and feel. These clean, modern, and open arrangements of our graphic elements are meant to inspire connection, forward positive movement, and accessibility. The leaf and angled lines represent growth, modern design, building blocks, and upward progress. Together, they help potentially flat, unmoving compositions and pages feel active.
As is apparent across the many brand platforms, the fresh color palette is filled with energetic and bright accents with stabilizing gray tones for text and content. The modular leaf motif is simplistic in form but incredibly useful for content of all kinds, resulting in a flexible design that connects to their new logo.
With a new logo and brand visuals, we took to the website for a design overhaul. With clear inspiration, communicated goals, and plenty of brand visuals to build out, the resulting website became infinitely more dynamic and bold. The opportunity to carry a brand through into existing platforms is not always possible — we were excited to allow this new brand breathe new life and creativity into their website.
Their current website has continued to grow and change over time (as many designs do!) and it’s always fascinating to see those changes impact the brand we created with our client. A strong brand is one that grows as the company does!
A Winning Solution
TAKEAWAYS:
This project was a big milestone for me as a younger designer and many of these lessons have informed the work I do today. Through Rootworks I really experienced designing a logo that grew into brand visuals, marketing applications, and a website. In having the opportunity to carry a brand from the beginning research through to the final website designs, I could later build designs to anticipate needs of future products and goals.