Roots

Role

Graphic Designer

Client

Date

Oct 24, 2025

Project Type

Branding

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Project overview

Getting started

Roots is a nonprofit dedicated to uplifting Hispanic and Latin American immigrant families through storytelling, education, and arts-based programs. The organization focuses on creating spaces where voices from marginalized communities can be heard, preserved, and celebrated. Located in the heart of Pilsen, Roots offers amenities to registered members, a fresh fruit and vegetable garden, ESL classes, after school programs, and community programming. Membership is free for Pilsen residents with proof of local address. Because our roots extend beyond borders, we also welcome applicants from outside the area who share our mission. Non-residents can apply by demonstrating their ongoing connection or contribution to Roots’ community programs.

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Concept and approach

The direction

Roots emphasizes both heritage and growth. The name symbolizes grounding and belonging, making it versatile for a visual identity and design system. This also speaks to the injustices happening in the Hispanic/Latino community. The goal was to create a cohesive brand identity for Roots that builds visibility, trust, and community engagement. I asked myself: - How would Roots function? - What would be offered to marginalized communities? - What types of opportunities would they offer?

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Conclusion and findings

Finishing up

Designing Roots allowed me to combine social awareness with creative storytelling. From its visual identity to its digital presence, this project embodies the belief that design can be both a tool for communication and a catalyst for change.

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Website Demo

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