Overview

As a Hawaii graphic designer specializing in brand development and e-commerce design, I partnered with Roots Sport Wear, a US-based online brand for sports fans, to create a complete brand identity, custom-built website, and launch-ready merchandise graphics.

Build a standout sports brand from the ground up — including branding, a modern shoppable website, ongoing t-shirt graphics, and social media assets — for a new company targeting fans of all sports, no matter where they’re rooting from.

Lead brand designer for:

• Brand identity design and guidelines

• Custom logo development with sports-inspired elements

• Merchandise graphics for multiple collections

• Social media launch graphics and TikTok/Reels-ready videos

• Fully functional Squarespace e-commerce website

• Brand tone and content direction

The client envisioned a trendy, sporty, and intense identity that incorporated sports elements into the logo while playing off the brand name. They requested thick, bold lettering with “roots” integrated around the text, ensuring the design was unique, memorable, and competitive in the sports merchandise space.

• Research & Discovery – Reviewed competitor brands, studied top-performing sports graphics, and analyzed industry trends.

• Moodboards – Curated visual inspiration to align on the brand’s energy and tone.

• Logo Design – Sketched and refined concepts to achieve the final sports-inspired wordmark.

• Website Development – Built a custom Squarespace store that was modern, easy to navigate, and interactive for a seamless shopping experience.

• Merchandise Graphics – Designed multiple t-shirt collections with trendy, fan-focused graphics.

• Launch Marketing – Created social media graphics and edited video content for TikTok and Instagram to hype product drops.

Delivered a complete, ready-to-launch brand with a cohesive visual identity, interactive e-commerce website, and multiple product collections. The brand launched with a professional, sports-driven aesthetic and all assets needed to make an immediate impact in the online retail space.