Growing 3Roots into a MovementStrategic visual identity and landing page design for a platform built on connection

We started with strategy workshops to dig deeper into 3Roots' audience — what inspires them, and how we could bridge the gap between creators and funders. Our approach brought together insights from the client with practical techniques refined over years of working in WordPress.

We broke the audience into three groups: filmmakers needing resources and opportunities, investors wanting confidence their contributions would make an impact, and philanthropists seeking meaningful ways to support the creative world. Those insights shaped how 3Roots speaks to each group while staying true to its mission.

The name "3Roots" came with its own built-in metaphor — connection, growth, and strength. Drawing inspiration from trees, we created a visual identity that embodied these ideas. The earthy palette of deep greens and neutral tones symbolizes grounding and organic growth, while the slightly whimsical yet elevated design adds creativity and possibility.

Typography carried the brand's personality: elegant serifs for headers to evoke sophistication and timelessness, clean sans-serifs for body text to protect readability. Together they gave 3Roots a brand that feels approachable yet ambitious.

We started with a UX wireframe to map out the site's structure, ensuring an intuitive experience for visitors navigating the 3Roots story. The structure guided visitors seamlessly, moving from emotional storytelling at the top to actionable content below.

Key sections like mission and audience benefits stand out without overwhelming the user, and each block earns its own space on the page.

From the bold opening headline — "And yet…countless stories untold" — to carefully crafted industry highlights, every detail was designed to guide visitors through the 3Roots narrative.

The clean, scrollable landing page layout let users focus on one section at a time, keeping the story clear and compelling.

The design carried the earthy tones and elegant typography straight from the identity system. Real, authentic imagery of filmmakers and supporters created an emotional connection with visitors — humanizing the brand while reinforcing its community-focused mission.

Clear, high-contrast calls to action like "Learn More" and "Get Involved" were placed throughout the WordPress build, so visitors always knew where to go next.