Datum

Januari, 2018

Project

A new story for New Rootz

Deliverables

Story, corporate identity, website


Project

A new story for New Rootz


A safe and inclusive society in which all (refugee) teenagers can become the best versions of themselves. It may sound like an idealistic dream, but this social enterprise is actually transforming big dreams into real action every day. Through projects in music, dance and theater the community of New Rootz empowers refugee teenagers to explore, play and grow. Because of this, the teenagers are now able to build up (new) roots in the Netherlands. We were asked to develop a new corporate identity and a different positioning of the brand. Through co-creation sessions we went to the core of the brand. From this foundation we worked together with New Rootz to create a unique brand experience.

Shape

Co-creation sessions


The co-creation sessions are the foundation of the rest of the project. Together with the team of New Rootz we went to the core of the brand: If New Rootz would be a person, what character would that person have? What are the core associations of the brand? What kind of emotions are invoked? After the first session we built upon this work to develop a new corporate identity and a new design of the website.

Co-creation sessions


The co-creation sessions are the foundation of the rest of the project. Together with the team of New Rootz we went to the core of the brand: If New Rootz would be a person, what character would that person have? What are the core associations of the brand? What kind of emotions are invoked? After the first session we built upon this work to develop a new corporate identity and a new design of the website.

The looks


New Rootz is about finding new roots within a society. This insight was our starting point for developing the new visual brand experience. The logo of New Rootz is clear and powerful. The circle around the roots symbolizes the inclusivity and unifying capabilities of New Rootz. The white space below the roots brings a sense of aesthetic calmness to the brand and symbolizes the potentials of the teenagers and the society at large.

Logo New Rootz

The looks


New Rootz is about finding new roots within a society. This insight was our starting point for developing the new visual brand experience. The logo of New Rootz is clear and powerful. The circle around the roots symbolizes the inclusivity and unifying capabilities of New Rootz. The white space below the roots brings a sense of aesthetic calmness to the brand and symbolizes the potentials of the teenagers and the society at large.

Logo New Rootz

The newartworks


It is a party to be yourself! That is why we used bright colors to emphasize the happy, lively and dynamic character of New Rootz. The artworks with the main color red are combined with the background colors light blue and pink.

The new artworks


It is a party to be yourself! That is why we used bright colors to emphasize the happy, lively and dynamic character of New Rootz. The artworks with the main color red are combined with the background colors light blue and pink.