Branding • Identity • Typography
Roote Work is a budding business that wishes to present itself as modern, professional, and approachable. The primary project goal is to develop a brand identity which communicates these qualities and the services provided. This is an ongoing project, currently in its first phase. The following demonstrates my branding process with Roote Work.
CLIENT / Roote Work is a newly founded design-build landscape business based in Seattle, WA. Serving the needs of the urban gardener and farmer, Roote Work provides one-on-one garden consultations. Within the year, Roote has plans to expand services to include educational workshops and a plant nursery to serve South Seattle communities.
PHILOSOPHY / Roote Work believes that one’s garden is a space to engage all the senses; sight, touch, smell, hearing, and taste. Their holistic approach to gardening services ensures that their work is always thoughtful. They are client and community driven, and act as a guide and mentor in discovering and building the landscape.
DISCOVERY / Early in the process, I encouraged Roote Work to develop visual inspiration boards. These inspiration boards acted as a space where Roote Work could intuitively post anything and everything that resonated with his brand vision (logos, textures, abstract objects, etc). I encouraged him to be creative, to look for examples outside of the garden/nursery industry, and not to overanalyze his selections. We would later discuss and refine these visual inspiration boards.
BRAND IDENTITY WORKSHOP / The next stage was a workshop meeting where we discussed the visual inspiration boards and participated in a Visual Brand Deck exercise. For this exercise, I curated an image library of various people, places, objects, and abstract imagery, all unrelated to the work and services of Roote Work. I asked Roote Work to arrange the images on a white board in a gradient of what felt most on-brand on one end, to what felt least on-brand on the opposite end.
VISUAL BRAND DECK / We then discussed the visual elements and tone of these images, as well as how these qualities support or oppose the Roote Work brand. From this exercise we developed a list of words that acted as an early expression for what the Roote Work brand might look and feel like. Sometimes the words were abstract, others more directly related, but overall they helped to glean a greater sense of what the Roote Work brand is and isn't.
BRAND PILLARS / Our next step was to craft the brand's core characteristics, or brand pillars. In the follow-up meeting to the workshop, we pulled the strongest adjectives that came of the Visual Brand Deck exercise, and began combining them into groups. With the purpose of capturing the evolving nature of the company, we looked for word combinations that represented the Past (heritage, where the company comes from), Present (genuine portrayal of current reality), and Future (aspirations, what the company is becoming) of Roote Work. We selected words that were memorable and actionable, and landed on the trio of Timeless, Hand-Touched, and Knowledgeable.
BRAND BOARD(S) / The brand pillar trio acts as the cornerstone for the brand, and will steer the design decisions to follow. Following our last meeting and after some visual research, I created 3 brand boards to present to Roote Work. Each brand board explored how the brand pillars could be expressed visually, and included examples of imagery, tone, color palette, and typography. Roote Work selected the brand board that resonated strongest with his brand vision and with his intended audience. After a round of refinements, the Roote Work brand board was delivered to the client. This wraps up Phase I of our work together, but the brand board is something that we'll continue to develop further as we work towards a logo and other assets. In the future we'll add typography, color, logo, and pattern. Stay tuned!