The challenge
With only a few weeks to prepare, we needed to create a recognizable and engaging campaign identity that would work across social media. But there was another catch — since the team didn’t have in-house designers, the campaign visuals had to be something anyone could create and use effortlessly.
I also designed and printed flyers for Roots Radicals' canteen and market stall customers.
My role
Working closely with founder Monica and project manager Charlotte, my goal was to build a simple yet strong design guidelines that gave the campaign a cohesive look while being easy to use for non designers.
This meant bold colors, clear messaging, and flexible templates for Instagram posts and stories — so that the team could keep the momentum going without needing a designer for every update.
I designed easy-to-use guidelines available as a Figma file for every team member.
Design guidelines — nothing fancy, just simple and effective.
Small posters for shop windows and boards to spread the campaign in real life.
Adapting the campaign’s hero image for different platforms.
Outcome
Not only did Roots Radicals hit their goal, they smashed it. The campaign raised 22,000€, far exceeding expectations and giving the company the ability to expand even further.
Of course, this success wasn’t just about design. It was a team effort — great storytelling, community support, and a clear mission. All played a role.
But I like to think that a strong, accessible visual identity helped the campaign stand out, build trust, and ultimately bring more people on board.
The campaign exceeded all expectations, reaching 22,000€ and allowing Roots Radicals to bring its products to more shelves.