Roots & Routes is a conceptual non-profit organization dedicated to reconnecting black youth to nature through immersive outdoor experiences. Their mission is to deepen the community's connection to the natural world by offering a variety of recreational, educational, and adventure-based activities. In a space that is safe, inclusive and empowering, Roots & Routes, encourages black youth to explore, connect with and enjoy the outdoors while fostering a lifelong love for nature, personal growth and community building.

The goal was to create a visual identity that encapsulates the organization's mission and resonates with both the youth it serves and potential donors and partners. Inspiration was drawn from the bold, strength, and richness rooted in African American culture and the fun of exploring nature and life's many trails and paths. The design process began with research on cultural symbols and contemporary outdoor pictograms. The challenge was blending traditional, culturally relevant elements with stylish aesthetics to create a brand that feels playful and kid-forward but still strong and compelling.