Root Down

Based in Brooklyn, New York, Root Down is a full stack technology growth partner. The agency focuses on digital strategy, user experience, engineering, and analytics. Developing the identity from the ground up, it was essential to establish visual tension between nature and technology, a narrative that was key to the Root Down origination story. Agencies are a dime a dozen nowadays, particularly in booming cities like New York. The space is bursting at its seams with competition, and cutting through the noise can be daunting. Surfing is a significant source of inspiration for Root Down, which led to the construction of a custom "R" mark that serves as the heart of the brand. The mark is continuous and flowing, tipping a hat to those 6 foot ocean barrels that feed the soul. Our logotype is beefy and confident, with a variety of dynamic usage cases. The color system is constrained, which adds power and emphasis to Crimson - our vivid red. With Root Down being a tight group of engineers, we conceptualized a visual language that uses modified JavaScript snippets for small customized brand messages, often anchoring layouts. This abstraction also makes its way into headlines and other impactful brand moments. Surfs up!