Roots - Branding
About:
Roots is a transit company that connects all the national parks in the United States. With reliable transportation within and between the parks, they make travel easier, more sustainable, and more accessible for visitors.
Team:
Christine Han, Jingzhi Hu, Mustafa Khan, Nicolas Distasi, Yash Nassikar.
Inspired by Heritage
Exploring past content was an important step in understanding what people originally loved about national parks. Historic posters, maps, and travel materials showed how these places were once presented as destinations of discovery and adventure, helping to reveal the sense of wonder and exploration that first brought people to these landscapes. We worked to reintroduce that spirit of exploration in a contemporary way, while preserving the heritage and roots that made national parks meaningful in the first place.
Informed by nature
The United States' National Park network spans across a vast range of terrains and environments. We determined that Roots' design system needed to be able to comfortably assimilate into all of these environments: design existing in harmony with its surroundings.
Intuitive Communication
Being a transit agency comes with the responsibility of getting people where they need to go as easily and efficiently as possible. For our team, that meant building a design system capable of communicating information in the blink of an eye. This resulted in a collaboration of eye-catching icons, high constrast color pairings, and effectively organized, legible text that stays consistent across all Roots signage.
