Rootwork started from frustration. Watching people close to me burn out made me realise how hollow and stigmatised corporate wellness usually is. To solve this engagement problem, I challenged myself to design a multi-disciplinary brand identity that actively strips away the clinical stigma of mental health in corporate spaces.

I named it Rootwork because real change happens underground, slowly, before it’s visible. For the identity, I created a custom wordmark with root-like connected letters and built a brain illustration entirely out of type, mirroring it to look botanical from afar but clinical up close to spark curiosity rather than anxiety.

Spanning stationery, merch, motion, digital, and interiors, the art direction uses heavy whitespace and un-prettified natural tones to create an un-intimidating, calm environment. Every touchpoint uses honest, copy-led messaging to build actual trust, deliberately avoiding empty corporate clichés.