about
values led. equity centered.
rootid is a branding, web development, and communications agency that believes values are not mere buzzwords; they are the guiding principles that underpin every decision.
We are an agency that crafts captivating brands that tell stories of authenticity and purpose. We are a team of talented designers, strategists, developers, and writers who work tirelessly to understand the essence of each client’s vision, infusing it with a unique identity that captures hearts and minds.
Whether you’re a nonprofit or a socially conscious business, we can help you tell your story in a way that resonates with your target audience. With a focus on innovation, creativity, and social responsibility – we are committed to using communication for social change.
Our Values
Guiding Principles
Our Story
our services
branding & identity
Match your target audiences to messaging. Create community-centered logos and visual language.
campaign strategy & design
Deliver the right message to the right person. Marketing assets your team can reuse to save time and resources.
website design & development
Content strategy meets beautiful interface design. Building websites in WordPress and Drupal.
analytics & site optimization
Select the metrics that are meaningful to your organization. Learn to tell a story from your website analytics.
community capacity building
Work with nonprofit peers to build communications strategy and processes that work for your organization.
equity-centered process
Who will benefit most from what is about to be designed? Who’s voice is missing from the design process?
We have standardized all of our processes in alignment with the Design Justice Network principles and the Liberatory Design process*.
This approach reframes our processes as one of partnership with versus designing for. Allowing us to embrace our role as community conveners, strategic thought partners, and a trusted resource.
We work closely with communities to understand their needs, concerns, and aspirations, and use this information to create solutions that are truly responsive. This approach is essential for creating equitable and inclusive design.
*Liberatory Design is the result of a collaboration between Tania Anaissie, David Clifford, Susie Wise, and the National Equity Project [Victor Cary and Tom Malarkey]
This experience completely changed the way we think about our strategic communications. As we have grown, this has been critical to building partnerships and our support base.
Elizabeth Knight, Executive Director, Upward Roots
diagram: flow of power
rootid’s democratic leadership structure
Our company governance structure mirrors our values: we are community run.
It is comprised of semi-autonomous groups called circles. Each circle focuses on tasks and decision making for a different integral function of our agency where everyone shares equal power. Our circles are:
- Client Services
- Community Engagement
- Operations
- Visioning
Everyday decisions are made within these circles (e.g. if something only affects the members of the relevant circle), while larger decisions like hiring, budget, new product offerings must have everyone’s approval.
We are a proud collection of nerds, community builders, designers, story-tellers, researchers, content creators, program managers, facilitators, organizers, engineers, and food aficionados…
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