Grass Roots America identity refresh

Client: Grass Roots America

What I did: Branding, collateral design, illustrations, email design and code, animation, digital brand guide


Grass Roots America (GRA) is a performance improvement company. They operate and offer services at a global level. In February of 2014, the leadership approached the design department to refresh the corporate identity. The challenge with this assignment was that I had to work on a temporary solution that would be dissolved within the next three years, because the DBA name was going to change. The solution I proposed was a wordmark that didn’t stray to far from the previous identity with an updated color palette. This solution made the mark feel new, but familiar.

Color swatches

When the combination of these colors comes together a pleasant color harmony is formed. The combination evokes the following adjectives: modern, clean, and happy.


After experimenting with several font families, I chose Enzo from the FontFont type foundry and Tablet Gothic Condensed by TypeTogether. Enzo would be used for headings and body copy, while Tablet Gothic Condensed would also be used (sparingly) for headings. I decided on Enzo because of how well it works in print and on screen.

Employee badge
Reception signage

With the move to a new space, I took into consideration an indoor signage solution. I proposed the wordmark be produced as a dimensional sign with a matte finish using the Pantone® primary colors. I coordinated with a local sign shop, Cruz Signs & Engraving, to arrive at the final result above; I was very happy with the end result.

After the identity direction was established I started working on a digital brand guide that would eventually be announced and distributed by HTML email. In the brand guide, the recipient had access to download links of brand assets such as logo’s in a multitude of formats and MS Office templates.

Digital brand guide
Responsive HTML email
HTML email animation

Since the whole team was using Gmail as their primary email client, I decided to create and use an animated GIF in the announcement email of the new digital brand guide.