Root Collective

The Root Collective: Grow Roots. Live Bold.

Case Study: Reimagining The Root Collective through community, creativity, and connection.

The Root Collective is an eco-conscious co-living community in Tempe, Arizona, created for artists, freelancers, and young professionals looking for belonging and creative connection. The project’s goal was to reposition The Root Collective from a simple rental property into a creative desert community,  a place where people grow roots through art, collaboration, and shared experiences. Inspired by the vibrant Arizona landscape and the idea of community as a living ecosystem, this brand strategy aimed to blend sustainability with storytelling.

The campaign concept, “Grow Roots. Live Bold.”, reflects the values of creativity, growth, and inclusion. It highlights how design can inspire people to take ownership of their environment and find pride in where they live. Through warm desert tones, natural textures, and clean typography, the visual identity conveys an earthy yet modern feel that celebrates both individuality and connection.

Two main activations brought this campaign to life: “Add Your Root”, a mural collaboration that allowed residents to co-create art with local artists, and “Meet Your City”, an outreach campaign connecting residents to Tempe’s creative scene through events, pop-ups, and local partnerships. Together, these efforts turned blank walls into stories and everyday living spaces into experiences of belonging.

This project taught me how branding and community design can merge to create real impact, not just awareness, but participation. The Root Collective became more than a housing brand; it became a symbol of creative growth in the desert. Through this work, I discovered the power of storytelling, visual identity, and collaboration in shaping how people connect to both a place and each other.