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

The Context

Rootstock is a regenerative food brand I helped start—an online farmers market connecting local growers to households. It needed everything: brand identity, ecommerce infrastructure, packaging, marketing materials, and the operational and logistics systems to run it.

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 to help us refine the experience. 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 for the second year 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.