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.

Our approach to building Root Down was simple — focus on the unique and humanistic motivators that will fuel the brand through its lifespan. The name Root Down comes from a 1972 Jimmy Smith funk song — smooth and groovy. Conceptually, rooting down expresses the importance of laying a strong foundation that empowers growth. With the fabric of the brand woven by an unwavering commitment to adventure, we planted that story as our core differentiator, forging a deep connection with their existing and aspirational audiences.

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!