Strictly Roots is an evolving project for my friend's permaculture and gardening business. I began by creating a modular logo system: I updated their original full logo then developed a distinctive logotype. Capturing the rugged professionalism of their work was essential, as was creating a logotype versatile enough to stand alone in contexts where the full logo isn’t practical. We’re also preparing to launch the website I built using Squarespace, enhanced with subtle custom CSS and HTML.