Tools: Illustrator, Figma, Framer

Roots & Resonance was designed as a conceptual project to show how thoughtful branding and web design can bring abstract ideas to life. The goal was to create a digital space that feels both grounded and lyrical — a brand world where heritage, creativity, and community resonate together.

Creative and cultural brands like Roots & Resonance often struggle with two recurring problems:

Capturing intangible values (heritage, storytelling, or artistry) in a clear, visual identity.

Building an online home that feels as authentic and layered as the work itself while staying functional and user-friendly.

This project set out to solve both by blending strong identity design with a structured, scalable web system.

I explored themes of nature, sound, and memory to create a design system rooted in metaphor but flexible for practical use. The brand positioning emphasized connection — between people, culture, and creativity — and this became the guiding principle for the visual and web design.

/In Illustrator, I created a versatile logo suite, supported by an earthy yet refined palette and expressive typography choices. Custom icons and patterns echoed organic textures and sound waves, reinforcing the brand’s theme of resonance. These elements were paired with a defined style direction that set the tone for all design decisions.

The site was designed in Figma and built in Framer as a five-page, responsive experience. CMS fields were implemented to allow for scalable storytelling through projects, journal entries, and collaborations. The layouts balanced clarity with expressive visuals, ensuring the site communicated both professionalism and creative depth.

The Roots & Resonance project demonstrates how the Blueprint process can transform abstract values into a tangible, functional digital presence. It solved two core problems: giving the brand a recognizable identity that captures its essence, and delivering a scalable, elegant website that can grow with its content. The result is a digital ecosystem that feels both timeless and alive.

Logo Suite: Primary, secondary, submark logos plus favicon

Palette & Typography: Earthy, refined selections to communicate heritage and clarity

Icons, Patterns & Design Elements: Custom visuals inspired by natural forms and sound waves

Base Brand Style Choice: Defined style direction to unify all design decisions

Website: Fully designed and developed five-page responsive website with CMS integration