The Rooties Brand Identity Design

Project Title: The Rooties – Alumni Group Rebrand

Role: Brand Designer & Creative Director

Overview: The Rooties is a rebrand of the A.G.I.C 14/15 Set a decade-old alumni group formed originally as a WhatsApp platform for ex-students of Amazing Grace International College. As the community evolved, the need for a unified and timeless brand identity became essential to reflect its growth, values, and long-standing connection.

My Role & Approach: I led the end-to-end branding process, from strategic brand positioning to visual identity development. My work involved:

Defining the brand story and naming direction

Designing a custom logo that represents rooted connection and community

Developing a warm, energetic color palette inspired by nostalgia and school pride

Choosing modern yet friendly typography to balance youth and maturity

Creating supporting brand assets for digital and social use

Goal: To establish a cohesive, memorable identity that fosters pride, unity, and cultural relevance among members, while setting the foundation for future growth and engagement.

Impact: The rebrand not only revived excitement and participation within the group but also marked a new chapter with the inauguration of its first official leadership team. The Rooties now stands as a proud, recognizable symbol of legacy, love, and lifelong connection.