Building and Scaling the Root Brand
The Problem: As a young company, Root didn’t have the infrastructure in place to maintain and scale a consistent brand.
The Action: I led the development of a cohesive brand system and suite of assets, ready to scale.
The Result: The creative team became more proactive, scaled up production by over 10x, and saved 4 million dollars per year in creative asset generation.
Root at the Series B stage
When I joined Root, creative development was largely reactive to individual marketing or product needs, which led to most work being created ad hoc. It was a period of incredibly creative experimentation, but there were two key challenges: the brand lacked cohesion and production timelines were too long for the required speed to market.
This led to an inconsistent customer experience across product and marketing.
Building an infrastructure intent for scaling
I designed a system that allowed for rapid development and experimentation of creative campaigns. I led the creation of a wide variety of consistent brand assets across copy, design, video, photography, illustration, and more. These elements provided the resources necessary for the product and marketing creative teams to develop a more consistent brand.
I led the development of an extremely robust kit of creative assets, beginning with photography and video, then building a library of 3D rendered illustrations.
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Lifestyle Footage
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Customer Testimonials
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Hero Portraits
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Employee Footage
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Executive Interviews
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Greenscreen Reactions
This foundational brand building allowed Root to accelerate production over 10x, while saving over 4 million dollars a year on content development.
And it created a more consistent customer journey.
