The work is there. What's missing is the structure to hold it.
Take Root is for leaders, practitioners, and movement builders who are ready to establish a creative presence that is as intentional, honest, and values-rooted as the work itself… built intentionally, built carefully, and built to hold the depth, the nuance, and the vision behind what you're making.
Brand identity, web design, messaging, and the creative infrastructure of a practice, small business, or movement. This is where presence begins or evolves.
You’re in the right place if…
Most people who come to Take Root aren't starting from zero. They're starting from somewhere they’ve worked hard to get to, with work that matters, a community forming around it, and a creative presence that hasn't kept pace with either.
BRAND FOUNDATIONS
MESSAGING ARCHITECTURE
BRAND ECOSYSTEM DEVELOPMENT
WEB DESIGN
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A practice, an organization, a platform. You're at the beginning, and you want to build the creative foundation thoughtfully, not just quickly. You know how important it is to get this right, and you want someone who takes that as seriously as you do.
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Your thinking has sharpened. Your offers have evolved. But your brand, your website, or the language you use to describe what you do is still telling an older, thinner version of the story, and the gap between what you're actually building and how the world sees it is starting to cost you.
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The DIY site, the logo you made in Canva, the bio you wrote three years ago… it all made sense at the time. Now the work has outgrown it. You need something that holds the actual complexity, the actual values, and the actual quality of what you're doing now.
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The design was fine, but it didn't feel like you. The process moved fast, but didn't go deep enough. You left with files but not with understanding. You need someone who gets not just what you do but why it matters and who it's actually for, and who will slow down enough to get it right.
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Not a quick fix you'll redo in two years. Not a template dressed up in your colors. A real foundation, something rooted in your actual values, something that grows with you, something you're proud of for the long arc of what you're building.
GRAPHIC DESIGN & ILLUSTRATION
See what's included in Take Root.
Typical engagement: 1–5 months Deliverable-based projects
Brand Foundations
Ethical brand identity design for conscious leaders and values-driven businesses
Your brand is not just a logo. It's the whole language of your work: how it looks, how it speaks, what it stands for, and how it carries your values into every room it enters.
Brand Foundations builds that language from the ground up. We don't start with aesthetics; we start with questions. Who are you building this for? What do you actually stand for? What makes your work distinct from everyone else doing something similar? From those answers, we develop a brand identity that is unmistakably yours visually, verbally, and values-wise.
What's included in every Brand Foundations project:
These are the core elements of every Brand Foundations engagement: the foundations that every client leaves with, regardless of scope or budget.
Brand Strategy and Positioning
Before anything is designed, we get clear on the thinking behind the work. This is a collaborative process - through in-depth questionnaires, a brand discovery session, and strategic mapping, we clarify who you are, who you serve, what you stand for, and what makes your work distinct. This becomes the strategic foundation that every other decision is built from. Without it, design is just decoration.
Logo and Visual Identity System
This is the visual language of your brand, not just a logo, but a complete system for how your work looks across every context. Your logo is the anchor, but the system includes how it's used, when it's used, and what variations exist for different contexts (social media, print, website,
Brand Standards Document Everything we develop together (strategy, visual identity, color, typography, voice) is compiled into a single, usable reference document. This is your brand bible. It means that whether you're creating a social media post, briefing a collaborator, designing a flyer, or updating your website, you have a clear, specific guide to follow. No more guessing whether something is on-brand. No more starting from scratch every time you need to create something new. We develop this through collaborative mood boarding, creative direction sessions, and iterative rounds of refinement, so the result feels genuinely yours, not something we imposed on you.
Who this is for:
Brand Foundations is designed to give you everything you need to show up consistently and confidently. But for leaders whose work is complex, multi-layered, or spans multiple offers, platforms, or communities, there's a more expansive version of this work available. Brand Foundations is designed for someone starting fresh, resetting after a period of growth, or whose current brand no longer holds the complexity and depth of where they've arrived. Especially useful if you've been relying on a DIY brand, something built quickly in the early days, or a previous designer who made something visually appealing but didn't go deep enough into the values and vision behind the work.
Color Palette and Typography
Color and type are two of the most powerful signals a brand sends, before anyone reads a word of your copy. Your color palette is a curated set of colors that work together across print and digital contexts, chosen for how they feel and what they communicate about your work. Your typography is the set of fonts that give your written content its visual personality. Both are chosen intentionally, tested across real-world applications, and documented so you can use them consistently everywhere.
Voice and Messaging Guidelines
Your brand has a way of speaking - a tone, a set of values it expresses through language, a vocabulary that is distinctly yours. This isn't about writing all your copy for you; it's about giving you a clear framework for how to write in a way that sounds like you and resonates with the people you're trying to reach. We develop this through a combination of discovery conversations, language workshops, and collaborative writing exercises. You'll leave with guidance on tone, vocabulary to use and avoid, and example copy that shows the framework in action.
Usage Guidance Across Platforms
A brand that only lives in a PDF isn't useful. We include practical guidance on how to apply your brand across the platforms and contexts you actually use - your website, social media, email, print materials, and anything else relevant to your work. This includes do's and don'ts, real-world examples, and enough context that you can make confident brand decisions on your own.
Someone starting fresh, resetting after a period of growth, or whose current brand no longer holds the complexity and depth of where they've arrived. Especially useful if you've been relying on a DIY brand, something built quickly in the early days, or a previous designer who made something visually appealing but didn't go deep enough into the values and vision behind the work.
Want to go deeper into your Branding journey?
Brand Ecosystem Development takes everything in Brand Foundations further: deeper research, extended visual systems, multi-offer brand architecture, and a full ecosystem map that shows how every part of your creative presence connects. If you're building something with a lot of moving parts, this is the engagement designed to hold all of it.
Starting from $2,000 · Custom and budget-based pricing available.
We work with a range of budgets. Reach out and tell us what you're working with.
Brand Ecosystem Development
Full brand system for complex, multi-offer, or multi-platform work
Some work is so complex, multi-dimensional, and meaningful to be held by a brand identity. Brand Ecosystem Development is for that work, the kind that spans multiple offers, multiple audiences, or multiple contexts, and needs a brand system that can hold all of it without losing coherence or flattening the complexity.
This is the most expansive brand engagement we offer. It includes everything in Brand Foundations (the strategy, the visual identity, the voice, the brand standards) and builds significantly beyond it. The result is a complete creative brand ecosystem: a brand system with enough depth, flexibility, and architecture to support everything you're building now and everything you're growing toward.
What's included and what each element actually means
Brand Ecosystem Development includes everything in Brand Foundations, and then some. Below are the elements that go further.
Deeper Research and Community Listening
Where Brand Foundations begins with your perspective, Brand Ecosystem Development goes wider. We invest more time in understanding the communities your work is for, through audience research, stakeholder conversations, and community listening exercises. This means the brand that emerges isn't just an expression of who you are, it's built around the people you're trying to reach, the language they use, and what they actually need from your work.
Extended Visual System and Asset Library
A standard visual identity gives you a logo, a color palette, and typography. An extended visual system gives you a full visual language, one that can flex across every context your work lives in without losing its coherence. This includes secondary logos and mark variations, a comprehensive icon or illustration system if relevant, pattern and texture development, photography and image direction guidelines, and a library of branded assets ready to use across platforms. Everything is documented and organized so you and any future collaborators can apply it confidently.
Brand Standards Document Everything we develop together (strategy, visual identity, color, typography, voice) is compiled into a single, usable reference document. This is your brand bible. It means that whether you're creating a social media post, briefing a collaborator, designing a flyer, or updating your website, you have a clear, specific guide to follow. No more guessing whether something is on-brand. No more starting from scratch every time you need to create something new. We develop this through collaborative mood boarding, creative direction sessions, and iterative rounds of refinement, so the result feels genuinely yours, not something we imposed on you.
What the process looks like:
Phase 1: Discovery and Research. We begin with in-depth brand discovery, community research, and a thorough audit of your existing creative presence. We're listening for and determining the things that make your work distinct, the communities it's meant for, and the gaps between how you currently show up and what you're actually building.
Phase 2: Strategy and Architecture. From the research, we develop your brand strategy (positioning, messaging architecture, and brand framework) alongside the structural decisions about how your offers, platforms, and sub-brands relate to each other. This phase includes a collaborative strategy session where we review and refine the thinking together before anything is designed.
Multi-Offer or Multi-Platform Brand Architecture
When your work spans multiple offers or platforms, one of the hardest things to get right is how they all relate to each other visually and verbally. Does your one-on-one mentoring feel like it belongs to the same world as your group program? Does your newsletter feel connected to your shop? Does your sub-brand or campaign have its own identity while still sitting clearly under the larger umbrella? Brand architecture is the framework that answers those questions, mapping how every part of your work relates to every other part, and designing a visual and verbal system that makes those relationships clear and coherent.
Brand Ecosystem Map
This is a visual and strategic document that shows how every element of your creative presence connects: your brand, your platforms, your offers, your content, your community. It's both a strategic tool and a practical reference, something you can return to when you're making decisions about new offers, new platforms, or new directions, to make sure everything stays coherent and intentional. We develop this collaboratively through a facilitated mapping session, so it reflects the actual complexity of your work rather than a simplified version of it.
Sub-Brand or Campaign Framework (if needed)
For organizations or leaders whose work includes distinct sub-brands, initiatives, or recurring campaigns, a framework that gives each one its own identity while keeping it clearly part of the larger whole. This is developed through collaborative workshopping to define the relationship between the parent brand and its sub-expressions, and includes visual and verbal guidance for each.
Brand Ecosystem Development typically runs 3–6 months, depending on the scope and complexity of your work. It unfolds in phases:
Visual and Verbal Identity Development. With the strategy and architecture confirmed, we move into creative development. This is the longest phase: mood boarding, creative direction sessions, iterative design rounds, and collaborative refinement until the visual and verbal system feels genuinely, unmistakably yours. You'll see the work evolve in real time and have meaningful input at every stage.
Documentation and Handoff. Everything is compiled into a comprehensive brand standards document, ecosystem map, and asset library that’s organized, labeled, and ready to use. We include a walkthrough session if needed, so you understand how to use everything you've been given, and two weeks of post-handoff support for any questions that come up as you start applying the brand.
Starting from $3,000 · Custom and budget-based pricing available.
We work with a range of budgets. Reach out and tell us what you're working with.
Messaging Architecture
Core language, positioning, and story framing for values-led businesses
Sometimes the work is clear, but the words aren't. You know what you do, you've maybe even been doing it for years, but when someone asks you to describe it, or when you sit down to write your website copy, the language doesn't do justice to the actual depth of what you're offering.
Messaging Architecture is for that gap. We build the core language of your work: your positioning, your key messages, and the story frames that make what you do legible and resonant to clients, collaborators, and the wider world. Not a tagline exercise. Not a brand voice checklist. A real strategic language system that you can use across every context your work lives in.
What's included and what each element actually means
Brand Ecosystem Development includes everything in Brand Foundations, and then some. Below are the elements that go further.
Positioning Statement
A positioning statement is a single, clear articulation of who you are, who you serve, what you do, and what makes your work distinct. It's not a tagline, it's the strategic foundation that everything else is built from. Think of it as the north star for all your copy: the sentence that, once you have it, makes every other piece of writing easier because you always know what you're anchoring to. We develop this through a collaborative discovery session and multiple rounds of refinement until it feels precisely, unmistakably true.
Core Messaging Framework
A messaging framework is the architecture beneath your copy: the key ideas, themes, and values that appear consistently across everything you write, regardless of platform or format. It answers questions like: what do you most want people to understand about your work? What do you stand for? What do you stand against? What makes the way you work different from everyone else doing something similar? Having this documented means your copy is no longer something you figure out from scratch every time… It's something you draw from a clear, strategic foundation.
Key Audience Language
This is the specific language your ideal clients actually use to describe their situation, their frustrations, and what they're looking for, translated into copy that speaks directly to them. We develop this through audience research and listening exercises, mapping the gap between how you describe your work and how the people you're trying to reach would describe what they need. When your copy uses the language your audience is already thinking in, it stops being a sales pitch and starts being a recognition.
What the process looks like:
Phase 1: Discovery
We begin with an in-depth messaging discovery session: a deep-dive conversation that covers your work, your values, your ideal clients, your competitors, and the specific contexts you most need language for. You'll also complete a pre-session questionnaire that helps us arrive prepared and use our time together well. Between sessions, we do our own research: listening to how your audience talks about their needs, mapping the language landscape of your space, and identifying the gaps your messaging needs to fill.
What you leave with:
Available as a standalone engagement or as an add-on to a brand identity or web design project, in which case the messaging work happens first, so everything that gets built around it is grounded in the right language from the start.
This engagement is for you if you recognize yourself in any of these:
Taglines and Headline Options
A set of tested headline and tagline options across different tones and contexts for your website hero, your social media bio, your email signature, and your proposals. Not just one option but a range, so you have flexibility depending on where and how you're showing up. Each one is grounded in the positioning and messaging framework, so they all feel like they belong to the same coherent voice.
Voice Notes and Usage Guidance
A practical guide to how your brand sounds: the tone, the register, the specific words and phrases that are distinctly yours, and the ones to avoid. This isn't a lengthy style guide full of rules; it's a usable reference that makes it easier to write in your own voice consistently, whether you're writing a social caption, a proposal, or a full web page. Includes examples of the voice in action so the guidance is concrete rather than abstract.
Copy Starters for Web and Proposals
Because leaving you with a framework and no examples of how to use it isn't actually helpful. Copy starters are partial drafts, opening lines, section hooks, and proposal language that show the messaging framework applied to real-world contexts. They're not finished copy, but they're enough to get you unstuck and writing in the right direction, in the right voice, from day one.
Messaging Architecture is typically a 4–6 week engagement, depending on scope. It unfolds in three phases:
Phase 2: Development and Drafting
From the discovery, we develop your positioning statement, messaging framework, and audience language. You'll review a first draft, and we'll refine through a collaborative feedback session, not a passive approval process but a real conversation about what's landing and what needs to shift. This phase often surfaces insights about the work itself, not just the language around it.
A complete language system for your work, one that makes every piece of writing easier, clearer, and more resonant. The copy that used to take you three hours to write in a way that still didn't feel right starts to take thirty minutes, because you're drawing from something real and strategic rather than starting from scratch every time.
Starting from $1,500 · Custom and budget-based pricing available.
Phase 3: Refinement and Delivery
Final refinement of all elements, development of taglines and headline options, voice notes and usage guidance, and copy starters. Everything is compiled into a single, organized document, ready to hand to a web designer, a copywriter, or to use yourself as the foundation for everything you write going forward.
You've been relying on word of mouth because you've never quite figured out how to describe what you do in writing, and it's starting to limit your reach.
You're preparing for a launch, a rebrand, or a significant expansion, and you need the language to be right before anything else gets built around it.
You've worked with a designer or web developer before, and the copy was the hardest part; you cobbled something together, and it's never quite felt like you.
Your work has evolved significantly, and the language you've been using to describe it hasn't kept pace; it's telling an older, outdated version of the story.
Web Design
Squarespace website design for conscious leaders, practitioners, and movement builders
Your website is not just a brochure that you publish and never touch again. It's a living part of your creative ecosystem: the place where the right people land, orient, and decide whether to trust you enough to reach out. It should feel as considered, as values-rooted, and as unmistakably you as the work itself.
We design and build primarily on Squarespace, a platform that gives you real professionalism and real creative flexibility without requiring a developer to maintain it. Every site we build is mobile-optimized, SEO-structured, and designed to grow with you as your work evolves.
Choose your scope:
We offer two website scopes within Take Root. Both are built with the same level of care, intentionality, and strategic thinking; the difference is in the depth of the content strategy and the complexity of what the site needs to do.
Essential Website: up to 5 pages
For practitioners and leaders who need a clear, considered, beautifully built web presence, without the overwhelm of a sprawling site that becomes hard to maintain. The Essential website is a focused, intentional presence: every page has a job to do, and everything is built to do it well.
This web design package is perfect for those launching for the first time, rebuilding after a long period of DIY, or whose current site no longer reflects the quality and values of what they're doing, and who has a relatively focused set of offerings that fit cleanly into 5 pages or fewer.
Home
Your home page is the most important page on your site, the place where a visitor decides in the first few seconds whether to stay or leave. We design it to orient the right person immediately, make the nature and values of your work clear, and give them a clear path toward whatever action matters most: reaching out, booking a session, reading more, or buying something.
About
The page most people visit second, and the one most often written poorly. We help you build an About page that feels like meeting a real person, not reading a corporate biography. One that earns trust, communicates your values, and makes the right reader feel like they've found exactly who they were looking for.
Services or Offerings
A clear, honest, well-structured presentation of what you offer, designed to help the right person self-select and take the next step. Not a menu of everything you've ever done, but a focused, resonant description of what you're currently offering and who it's for.
Contact or Inquire
The page where interest becomes action. We build this to be warm, reassuring, and frictionless, with copy that reduces hesitation and a form or contact method that makes reaching out feel easy rather than intimidating.
Plus one additional page of your choice
A portfolio, a resources page, a shop, a blog landing page, or anything else your work specifically needs.
Also included:
Mobile optimization across all pages · SEO foundations (page titles, meta descriptions, image alt text, site structure) · Third-party integrations: booking systems, email list signup, shop or payment processing · 2 weeks of post-launch support for questions and small adjustments
Starting from $2,000–$3,500 · Custom and budget-based pricing available.
Strategic Website: up to 8 pages
For leaders whose website needs to do more than exist: it needs to orient, convert, and hold the full complexity of what they're building. The Strategic website goes deeper: more pages, more content strategy, stronger SEO architecture, and a site designed to grow and compound over time rather than just launch and sit.
Perfect for the established practitioner, consultant, organization, or movement builder with multiple offers, a body of content, or a more complex audience journey, who needs a site with enough room and structure to hold all of it without feeling scattered or overwhelming to navigate.
Everything in the Essential Website, plus:
Content Strategy and Site Architecture
Before we design anything, we map the whole site: what pages exist, what each one needs to accomplish, how a visitor moves through them, and where the friction points are. For a Strategic website, this phase is more extensive: we're thinking about multiple audience types, multiple offers, and how the site holds together as a complete ecosystem rather than a collection of pages.
SEO Structure and Keyword Integration
A Strategic website is built to be found, not just launched. We develop an SEO strategy based on the specific language your ideal clients are actually searching, and build it into the site architecture, page titles, headings, and copy from the ground up. This isn't surface-level optimization: it's structural, so the SEO compounds over time as the site grows.
Blog or Portfolio Page Setup
For leaders who are building a body of creative work, we set up and design a blog or portfolio page that is structured for both readability and search engine performance. This includes category architecture, post templates, layout optimization, and guidance on how to publish in a way that builds traffic over time.
Up to 8 pages total
Enough room for a more complete site: expanded services section, portfolio or case studies, resources, team or collaborators, FAQ, and anything else your specific work requires.
Also included: -
Everything in the Essential package · 4 weeks of post-launch support · A post-launch walkthrough session so you feel confident managing and updating the site yourself
Possible add on: Advanced SEO
Starting from $5,000 · Custom and budget-based pricing available.
Graphic Design & Illustration
Custom visual assets for values-rooted businesses and creative ecosystems
Design isn't just about making pretty stuff. It's communication. Every visual choice, the color, the line, the composition, the style, is saying something about your work before a single word is read. The question is whether it's saying the right thing.
This service is for leaders, practitioners, and movement builders who need custom visual assets that feel as considered, values-rooted, and unmistakably theirs as everything else they're building. Not stock imagery. Not AI-generated graphics. Not a Canva template with your colors dropped in. Something made specifically for your work, your community, and the world you're trying to build.
What we make:
Every project is custom, scoped around what your work actually needs. Below are the types of visual work we most commonly create, with a note on what each one is and when it makes sense.
Branded Graphics and Social Assets
Custom-designed graphics for your website, social media, email newsletters, and anywhere else your brand lives visually. Built from your brand identity so everything feels like part of the same coherent world, not a collection of things that almost match. This includes launch graphics, announcement templates, quote cards, event materials, and any recurring visual format your work uses regularly.
Illustrated Field Guides
A field guide is a structured, illustrated document that teaches, orients, or guides your audience through something: a framework, a practice, a set of ideas, or a process. Think of it as a beautifully designed, illustrated workbook or reference guide that your community can actually use. Field guides work well as lead magnets, workshop companions, paid resources, or community tools. They're particularly powerful for practitioners and educators whose work involves frameworks or practices that benefit from visual explanation.
Zines
A zine is a small, self-published booklet, typically printed and sometimes available digitally, that combines writing, illustration, and design into something tangible and shareable. Zines have a long history in activist, artistic, and community spaces as tools for sharing ideas outside of mainstream channels. For values-led practitioners and movement builders, a zine can be a way to share your thinking, document your practice, or offer something physical and meaningful to your community. We design and illustrate zines from concept through print-ready files.
Why custom design and illustration matters:
Prints and Illustrated Artwork
Custom illustrated prints for sale, for gifts, for community use, or for your physical space. These can range from typographic pieces featuring your most resonant phrases or values, to ecological illustrations, to more abstract visual work that captures the feeling of what you're building. Good for shops, events, fundraisers, or simply making the values of your work visible in a physical way.
Digital Tools and Visual Resources
Custom-designed digital tools, worksheets, planners, templates, and visual frameworks that support your offerings or community practice. These are the kind of resources that live inside a course, a membership, or a workshop: functional and beautiful, designed to be used rather than just looked at.
Launch and Campaign Assets
A cohesive set of visual assets for a specific launch, campaign, or event, designed to work together across every surface where the launch lives. Website graphics, social assets, email headers, promotional materials, and anything else the launch needs to look and feel like one intentional thing rather than a collection of pieces made at different times.
Every graphic design and illustration project is priced by a custom quote, because the scope varies too much for a fixed price to be meaningful or fair. A single illustrated print is a very different project from a 20-page illustrated field guide. We start every conversation by understanding what you need and what you're working with, and we build the scope and pricing from there.
In a world where AI can generate an image in seconds, and Canva templates are everywhere, visual work is becoming simultaneously more abundant and less meaningful. Custom design and illustration is one of the clearest ways to signal that your work is genuinely different, that someone with real values, real skill, and real understanding of what you're building made this with intention. For an audience that is tired of the generic, the performed, and the mass-produced, that signal matters.
A note on accessibility and pricing
We prioritize accessible pricing and work with a range of budgets.
Let us know what budget you’re working within, and we will figure out what's possible and be honest with you - about what isn't.
Where Take Root leads.
Many clients who complete a Take Root engagement move into Tend & Grow - our ongoing strategic partnerships to sustain and expand what we've built together.
Others return for specific projects as their work evolves. Some find their way to Creative Camp first and come to the studio when they're ready. There's no pressure to do more than you need. But the option is always there to continue the relationship.