Roots Branding
Roots academy is enabling university students to live God-centred lives, we teach structured, engaging and transformative face-to-face foundational Islamic education to over 1,800 students across the UK.
I was the lead designer working on a complete re-brand including social media & brand identity, an app and also a completely new website.
Problem
The primary issue at hand was the brand's notable lack of professionalism, depth, and a defined strategic direction. To address these shortcomings, my design approach was comprehensive. There was no clear guideline or structure to the brand hence why a new identity had to be created. I focused on creating a visually appealing and cohesive brand identity that exuded professionalism, instilling confidence and trust in potential clients and partners.
Solution
I delved deep into Roots Academy's values, mission, and unique offerings to craft messaging and visuals that would convey a more profound understanding of the organisations identity. I curated main brand identity and then following that would be assets which elevated the brand for example a real functioning app. My design solutions aimed to provide a clear and compelling direction for the company. This project showcases my ability to transform and elevate brands, turning their weaknesses into strengths through thoughtful and creative design solutions.
1. Brand Guidelines
Logo and symbol
Colour Pallette
ROOTS TEAL
HEX: 2EAE9F
RGB: 46,174,159
CMYK : 73,4,45,0
LIGHT NAVY
HEX: 285466
RGB: 40,84,102
CMYK : 84,52,40,31
OFF WHITE
HEX: FFF6EB
RGB: 255,246,235
CMYK : 0,4,9,0
NEARLY BLACK
HEX: 2B2B2B
RGB: 43,43,43
CMYK : 71,62,58,71
Typography
Poppins
abcdef
Aa
Aa Bb Cc Dd Ee Ff Gg Hh Ii Jj Kk Ll Mm Nn Oo Pp Qq Rr Ss Tt Uu Vv Ww Xx Yy Zz
Brand Pattern and Icons
In developing the brand pattern for Roots Academy, I consciously chose a design approach that reflects the spirit and preferences of its student-centric audience. The pattern I created maintains a youthful and vibrant aesthetic, characterised by a geometric style giving it more of an islamic look and feel. This deliberate choice aims to resonate with the students who are muslims and can recognise the pattern to their own identity.
In designing a collection of icons for Roots Academy, I deliberately opted for a playful and hand-drawn style. This choice was driven by a desire to create an iconography that resonated with the target audience—students. The whimsical and somewhat scribbled appearance of these icons aims to capture the youthful spirit, creativity, and free-spirited nature of students.
Social Media
2. Roots App
The purpose
The app serves as an indispensable tool for both students and teachers. For students, the app offers real-time access to their lessons, enabling them to engage with course content and answer questions prompted by teachers, all while receiving instant notifications on their phones.
In parallel, teachers have a separate, specialized interface that provides a tailored experience. They can access their own teacher notes, manage attendee lists, and seamlessly communicate with students by sending questions and messages.