Roaming Roots

Scope: Brand identity, illustration, vehicle graphics, website design, social content

View the Website

Role: Brand Designer, Website Designer, & Illustrator (Freelance)

Brand Identity · Illustration ·
Digital & Environmental Design

Roaming Roots eCommerce website design featuring plants, garden products, lifestyle imagery, and branded digital experiences. 
Roaming Roots is a mobile plant nursery based in the Florida Panhandle that brings curated plants and horticultural expertise directly to homes and businesses.

The brand identity was designed to feel organic, welcoming, and community-focused, reflecting the educational and personal nature of plant care.

The project included developing a cohesive brand system spanning identity design, botanical illustration, website design, and environmental graphics.

Roaming Roots social media design featuring branded content, plant imagery, and cohesive digital marketing.

The Challenge

Traditional nurseries often rely on outdated branding and retail-focused experiences. Roaming Roots needed a brand that could support a mobile, service-driven model while remaining approachable and rooted in nature.

The identity needed to:

• feel welcoming and educational
• translate across digital and physical touchpoints
• support plant sales, consultations, and community events
Roaming Roots brand identity system featuring logo design, typography, color palette, illustration, and visual brand guidelines.

Brand Identity
& Illustration

To reinforce the brand’s connection to nature, I created a set of botanical icons inspired by flowers, pollinators, and plant forms.
These illustrations serve as a flexible visual language used across:
• social media highlights
• packaging and printed materials
• marketing graphics and educational content
The system allows the brand to remain playful and recognizable while supporting a wide range of plant categories and seasonal offerings.
Roaming Roots brand identity featuring custom logo design and an organic botanical pattern.
Roaming Roots brand messaging and typography featuring the botanical visual identity and sustainable plant-focused positioning.
Roaming Roots secondary logo design featuring a custom floral mark for the traveling plant nursery brand.
Roaming Roots custom botanical illustration system featuring colorful floral icons and brand graphics.

My Role

Roaming Roots responsive website design featuring eCommerce, plant photography, botanical illustrations, and branded digital experiences. 
I led the development of the Roaming Roots visual identity, creating a cohesive system that could extend across digital platforms, printed materials, and environmental graphics.

Key contributions included:

• designing the brand identity and logo system
• developing a botanical illustration library
• designing the website experience and digital assets
• creating marketing graphics and social media content
• designing environmental graphics including vehicle branding
Roaming Roots custom illustration and icon system featuring flowers, insects, butterflies, and botanical brand elements.
Roaming Roots branded merchandise featuring botanical graphics applied to a reusable tote bag.
Business card for Roaming Roots Nursery with contact information and logo

Environmental
& Vehicle Graphics

A green delivery truck parked on a street in front of a beige brick building with trees. The truck has a decorative floral design and the words 'Roaming Roots' on the side. 
To support the brand’s mobile nursery model, I designed environmental graphics for the company’s delivery truck.

The design transforms the vehicle into a moving brand touchpoint, using bold botanical illustrations and vibrant colors to create a recognizable presence throughout the community.

More Selected Work