Roots

Roots is the new brand identity and digital home of Synergy (Grimsby) CIC, an inclusive organisation that helps young people build confidence, develop practical skills and access new opportunities. The project needed to capture Synergy’s energy, celebrate its community and bring its different initiatives together under one clear and memorable identity.

I led the project from initial concept through to final delivery, working closely with the Synergy team and its members throughout the process. This included developing the brand strategy, naming, visual identity, colour palette, typography, illustrations, custom icons, character design, tone of voice and overall creative direction.

The concept of Roots was inspired by growth, strong foundations and the supportive relationships at the heart of the organisation. The identity connects the roots grown at the ‘Lanzalotty’ allotment, the routes travelled through Synergy’s activities and the way its close-knit community continually roots for one another.

I then translated the brand into a fully responsive, mobile-first WordPress website designed to showcase Synergy’s projects, member stories, impact, sponsors and future ambitions. From discovery and concept development to design, content and website delivery, every element was created to feel accessible, inclusive and unmistakably Synergy.