Brand identity and marketing for an online farmer’s market.

The Context

Rootstock is my wife's regenerative food brand — an online farmer's market featuring local growers. When she started, it needed everything to grow into a real business: brand identity, ecommerce infrastructure, packaging, marketing materials, and operational and logistics systems.

The Work

The first season ran on Squarespace — the fastest path to a working store. I built the identity (naming, logo, packaging) and the storefront in parallel, then layered in the marketing system: yard signs at the pickup locations, flyers, support-ticket templates. The newsletter became its own ongoing artifact—I wrote and designed each issue, carrying the brand voice into weekly stories about growers, the science of farming, and what was in season.

At the end of the pilot season we'd outgrown Squarespace’s capabilities, so we migrated to Shopify. Customer research interviews ran throughout. The work happened in tight collaboration with the founder and a remote team handling operations and backend analytics — I wore many hats, but never worked alone.

The Outcome

The first year of Rootstock was successful and we relaunched with a refreshed website, expanded marketing, and event presence. The Shopify migration streamlined fulfillment and customer communications. The dynamic visual system is constantly extended to new products and experiences.