Square Roots: website, branding, and art direction

Square Roots is an urban farming company based in Brooklyn, New York. They grow nutritious food, year round, using indoor vertical farming systems. Their mission is to bring local, real food to people in cities by empowering next-gen leaders in urban farming. At Square Roots, my role was to redesign the brand’s website. Working closely with the farm startup’s marketing, product, and engineering team, I improved the website’s site map by streamlining information and consolidating duplicative pages and content. From there, I provided direction on the identity system rebrand and redesigned the homepage. The new brand application was completed through text and color exploration, competitive research, and recommended e-commerce solutions.