Emily Mae Brown


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Root - brand

2024
Sustainable Ventures Design
An inspiring new identity for a brand building new connections.

Root are making shareholder democracy easy for all stakeholders with their new platform. By connecting their portfolios, everyday investors are given the change to engage with campaigns and support topics that they believe in. 

The key challenge for the rebrand was the need to connect with experienced investors, whilst inspiring and encouraging the new generation. Focusing on clarity and accessibility, we built then a unique brand built for connectivity.



The Root logo is simple but recognizable, with a clear visualisation of flourishing and growth. The soft curves create a friendly feel, whilst retaining accessible and clear. We chose colour palette that was bright, refreshing, and bold, evoking feelings of inspiration and encouragement. For typography, accessibility was key. The typefaces chosen are clear, strong and open, allowing text content to be digestible and eye-catching. 

To continue the visual theme of growth and flourishing, we crafted some pattern assets based around route making and connectivity. Fluid and modern, the shapes build on each other, much like a tree and it’s roots. Deployed in select colours, the bring the space to life with a splash of colour.



Emily Mae Brown Brand, UX, Digital, Researchemilymaebrown.design@gmail.com