Desktop, tablet, and smartphone displaying a sustainability-focused website called 'root & branch' offering services and product information.

Root & Branch

Root & Branch is a green software consultancy that helps organisations build technology sustainably. They create custom digital products and low-carbon websites that reduce hardware use, energy consumption, and carbon emissions, benefiting the environment.

Office space with 'root & branch' wall logo, white table and chair, and a plant.

BRIEF

Create a brand strategy and identity for Root & Branch that reflects its mission and values. Additionally, develop a separate identity for the company’s flagship carbon-measurement product, Cardamon (Carbon Dashboard Monitor).

Hand-drawn sketches of code branch and root symbols on a white paper, with notes about arrows and change.

GOALS

Create a clean, simple, yet striking brand that stands out from other emerging companies in the industry, while maintaining a professional and appealing appearance.

Brand guide layout for 'root & branch' with logo examples, color palette, and typography specifications. Includes visual identity and design elements on a gray background.
Multiple smartphones displaying a website related to carbon emissions reduction in software, featuring the "cardamon" logo and text on optimization and environmental impact.

SOLUTION | STRATEGY

The project began with a brand strategy workshop, where we explored the company’s purpose, vision, and values. We also analysed the market, competitors, and identified the ideal customer and value proposition. This foundation led to a custom brand identity that aligned seamlessly with the overall strategy.

Digital Sustainability Report booklet, featuring performance metrics, energy use, and graphs by cardamon with domain example.org, dated for 2024.

SOLUTION | DESIGN

The logo combines two symbols: a code branch, representing software development, and roots, symbolising the environment and growth. The rounded lowercase font adds a friendly, trustworthy vibe. The colour scheme is clean, with black and white as primary colours, and orange (symbolising change) and green (representing the environment) as secondary, vibrant accents.

The Cardamon product design draws from the main logo to maintain a strong connection to the brand. Its icon, inspired by a Cardamom pod and seeds, is used creatively in marketing materials to add visual interest.

Smartphone displaying Root & Branch LinkedIn profile with Cardamon software release graphics, featuring text "V0.1.0 Released" and "Measure Your Impact, Reduce Carbon Footprint."
Stacked black and white business cards with "root & branch" logo on teal background.

Emma has created an identity for our company that has evolved with us. It is hard to overestimate the value that brings. Emma has taken the time to truly understand what we are trying to achieve and represents that in every aspect of our brand and designs. I trust Emma to continue to capture and communicate what we are about with every twist and turn we take as a scaling company. I feel pride and confidence when I think about our brand and that speaks volumes in itself for Emma's work.

Oliver Winks, Co-Founder & Head of Technology, Root & Branch