Root & Rise
The goal of this project was to design a visually appealing and user-friendly website for Root & Rise, a sanctuary for city-dwellers seeking relaxation and rejuvenation. The site serves as an online presence that highlights their unique offerings, locations, and simplifies the booking process.
Goals
The primary design goals were to create a calming and inviting aesthetic that reflects the retreat's mission, ensure intuitive navigation for users to easily explore locations and offerings, and streamline the checkout process for a seamless booking experience.
The Challenge
One of the challenges encountered was balancing aesthetics and functionality. Ensuring the website was visually appealing while maintaining usability was a key focus. Streamlining the checkout process was vital, as early designs contained too many steps, leading to potential drop-offs. By simplifying the process, the number of steps was reduced and the overall user experience was improved.
Branding
My primary focus for Root & Rise’s branding identity was on creating a distinct identity that embodies tranquility and modern elegance. A carefully curated color palette, typography, and visual elements establish a cohesive aesthetic that resonates with the target audience. This branding approach reflects the retreat’s mission and enhances the overall customer experience.
Logotype
When designing the logo, I decided to keep it super simple and stick with a logotype rather than trying to force a pictorial mark for the sake of having one. The brand name is simple and memorable and I felt this was most in-line with the goal of creating an elegant and modern identity.
I created a vertical and horizontal logo, the former of which I extended the leg of the “R” in “Root” to represent a root structure and subtly communicate growth, grounding, and natural wellness. The clean, modern typography complements the brand’s overall imagery, creating a balanced and inviting visual identity.
Color Palette
When curating the color palette, I chose soft neutrals to convey tranquility and elegance. These are contrasted with bold accent colors for rejuvenation and energy. This palette not only reflects the urban retreat's soothing essence but also invites visitors to immerse themselves in a holistic wellness experience.
Typography
I paired EB Garamond for headers and Baskerville for body text as they’re both classic, graceful typefaces that establish a strong visual hierarchy when working together. They balance tradition and modernity, making it the ideal combination to emphasize convey timeless quality.
WEbsite
The Root & Rise website is a tranquil online space that embodies the essence of relaxation. Its elegant design showcases various offerings and locations, making it easy for users to explore services like yoga classes and spa treatments. With intuitive navigation and a streamlined checkout process, the site invites city-dwellers to discover their perfect escape. Overall, it serves as a gateway to rejuvenation and wellness.
I designed some additional collateral including an advertisement, sample blog post, and signage.
