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STUDIO

Company

We specialise in brand identity, creative direction, communications and graphic design. We observe, understand, and develop meaningful design stories for brands and businesses, demonstrated by our growing portfolio of (award-recognised) work that spans across industries.

Most recently (2019), we are appointed by the Prime Minister's Office as the brand identity designer for Singapore Bicentennial campaign that runs nation-wide.

Principle

Jonathan Yuen, Roots
Photo by Crispian Chan / Crispi Photography

Jonathan Yuen / 袁 国康
creative director / designer

Born and educated in Malaysia, Jonathan acquires over a decade of industry experience in design and advertising fields before he founded Roots in 2011. With a disciplined focus on honesty, thoughtfulness and contemporary sensibility in design, his work has garnered recognitions in Singapore, Tokyo, Taiwan, Hong Kong and United Kingdom.

He has been invited to give lecture in design institutions and networks periodically, and has served as jury in a number of award shows, both local and aboard.

Selected clients

Fashion & Retail

Fast Retailing / UNIQLO
Wonderland Botanicals
Supermama
Bottles&Bottles
Nikon (JP)

Arts & Culture

National Gallery Singapore
Esplanade — Theatres on the Bay
National Arts Council
John Mead Dance Company
The Arts House
TheatreWorks
Singapore International Festival of Arts
Singapore International Film Festival
Art Outreach

Design & Architecture

Panaplast
Hans Tan Studio
Gabriel Tan Studio
STUCK Design
In Plain Words

Food & Drink

Plain Vanilla
O'TAH
Lee Wee & Brothers
8 by Bottles&Bottles
Baaku (JP)
Ishiwata Shoten (JP)
SPRMRKT

Public & Civic

Singapore Bicentennial Office
Ministry of Education Singapore

Education

Nanyang Technological University
National University of Singapore
Raffles Leadership Institute

Professional Services

Singapore Maritime Foundation
S.LEE
Integrity
HOGY Medical Asia Pacific
Doctor Anywhere

Hospitality

The Ascott
Changi Airport Group

Banking & Finance

The Economist
OCBC Bank
Bank of Singapore
Lion Global Investors
AEP IM

Not For Profit

Sok Sabay (KH)

Recognition

Awards

D&AD Awards (3)
Tokyo TDC (3)
Golden Pin Design Awards (3)
The Gong Show (3)
DFA Design For Asia Awards (1)
Adfest (1)

Judging

D&AD Awards (UK)
Cannes Lion (FR)
TOPAWARDS Asia (JP)
The Gong Show (SG)
The Crowbar Awards (SG)
Kancil Awards (MY)

Get in touch

80 Playfair Road, #07-18 C, Singapore 367998
T +65 8228 3572
moc.erastoorrerehw@oiduts

MAP