Studio overview

We’re Roots, a design consultancy specialises in creative direction, branding and graphic design.

We observe, understand and develop meaningful and considered design experiences. We help brands and businesses communicate using simple yet powerful ideas, demonstrated by our growing portfolio of multidisciplinary (and award-winning) work.

In 2019, we were appointed by the Prime Minister’s Office Singapore as the brand identity designer for the Singapore Bicentennial campaign. We were ranked as Singapore’s top twelve hottest agencies by Campaign Brief Asia in 2021.

Founder & Principal

Jonathan Yuen is a graphic designer with over a decade of experience in visual communication before founding Roots in 2011.

His work encompasses the fields of branding, creative strategy, graphic design, typography, packaging and websites. He leads the creative outputs of the studio with contemporary visual sensibility and disciplined focus rooted in honesty, restraint and thoughtfulness.

He has served as a juror in global award shows and was one of the executive members of The Design Society Singapore (2013–2015).

Jonathan Yuen
Photo by Crispi Photography

What we do

Creative direction, Naming, Brand identity, Brand strategy, Brand guidelines, Art direction, Packaging design, Book design, Editorial design, Exhibition design, Digital and website design, and everything else in between.

Selected clients

Professional Services

2K Games
ARCO
BASF
Collaborative Corner
dHost (ID)
Doctor Anywhere
EXEO Global
HOGY Medical Asia Pacific
Opus by Prudential
S.LEE
Singapore-ETH Centre
Singapore Maritime Foundation
Sodexo Group

Food & Drink

8 by Bottles&Bottles
Bottles&Bottles
Baaku (JP)
Caffè Affogato
COCOLOCO
Cocotre
Goodsome
Ishiwata Shoten (JP)
Lee Wee & Brothers
Malt, Grain & Cane
Plain Vanilla
Siam Coco
SPRMRKT
SuperHuman

Arts & Culture

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

Design & Architecture

EDL
Gabriel Tan Studio
Hans Tan Studio
In Plain Words
KHOOGJ
Panaplast
STUCK Design
Topawards Asia (JP)
White Jacket

Fashion & Retail

Fast Retailing / UNIQLO
GINLEE
Rocket Eyewear
Nikon (JP)
Supermama Store
Wonderland Botanicals

Education

Nanyang Technological University
National University of Singapore
National University Health System
Raffles Leadership Institute

Banking & Finance

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

Hospitality

Changi Airport Group
Mondrian Hotels
The Ascott

Public & Civic

Ministry of Education Singapore
Singapore Bicentennial Office

Not For Profit

Sok Sabay (KH)

Awards & features

Awards

Juror

D&AD Awards (UK)
Cannes Lion (FR)
One Asia Creative Awards (CN)
Topawards Asia (JP)
Taiwan Int. Student Design Competition (TW)
The Gong Show (SG)
The Crowbar Awards (SG)
Kancil Awards (MY)

Features

IdN v28n4, June 2023
Zao Bao Mar 2023 / Mar 2021
Asia-Pacific Design No.8 / 9 / 11 / 12 / 13 / 16 / 18 / 19
Design 360° Magazine Issue 87, Jul 2020
Design Diplomacy Apr 2020
The Straits Times Dec 2019
etapes Issue 252, Dec 2019
Novum Issue 11.19, Nov 2019
OPEN PAGE Oct 2019
Design 360° Magazine Issue 82, Aug 2019
SEARCH Apr 2019
It’s Nice That Nov 2018
Duotone Jul 2018
Layout Now Nov 2017
The Straits Times, Life! Oct 2016
Cubes Singapore Issue 72, Feb 2015
The Straits Times, Life! Dec 2014
Creative Cultures 2013
art4d Issue 205, Jul 2013

Project & press enquiries

16 Shaw Road, #06-01, Singapore 367954
T   +65 8228 3572
E   moc.erastoorrerehw@oiduts

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