Directing to success
How I co-founded and led Roots Creative as Creative Director — growing the team to 14 FTE, serving 200+ clients, and delivering brand and growth marketing across EMEA.
A decade of creative leadership
200+
clients served across diverse sectors over six years
10 yrs
of continued financial viability and growth for the agency
UK & EU
Hundreds of brands, products & campaigns launched across multiple markets
500%
RoI for successful Google Ads campaign for CleanTech client
1. Celebrating 10 years of marketing successes
The situation:
As Roots Creative approaches its 10th anniversary, it's worth reflecting on what makes an independent creative agency not just survive, but remain financially viable for a decade.
The agency has served over 200 clients across diverse sectors - from artisan brands like Tide & Isle to educational institutions like West Buckland School, from hospitality businesses like South 16 Fish & Chips to adventure tourism operators like Ultimate Adventure Centre.
Roots is still going strong and continues to win trust from businesses near and far, large and small.
The strategy:
Throughout my tenure as Creative Director, I built a portfolio that demonstrates both versatility and consistent quality.
The attached showcase represents just a fraction of the websites, identities, and digital experiences we've created - each tailored to its industry while maintaining design excellence.
This breadth of work across holiday cottages, food suppliers like Philip Dennis, retail concepts, and educational institutions proves that strong creative leadership, client partnership, and adaptability are the foundations of sustainable creative business.
Ten years in, Roots Creative continues to evolve while staying true to its core mission: delivering thoughtful, effective design solutions.
2. A baby food brand's e-commerce case study
The situation:
Parents shopping for baby food face an overwhelming array of choices based on their child's age, dietary requirements, allergies, and developmental stage. Babease, an organic baby food brand stocked in major UK retailers including Tesco, Waitrose, Boots, Superdrug, Ocado, and Amazon, needed digital tools that would simplify product discovery and convert casual browsers into loyal members of their community.
The strategy:
I designed and collaborated with developers to build two key conversion tools.
First, a standalone interactive product finder (guided selling quiz) that asks parents targeted questions to recommend the perfect baby food for their child's specific needs.
Second, a dedicated landing page designed to convince users to join the Babease Members Club, providing exclusive benefits and building long-term customer relationships.
Both experiences adhered to Babease's established brand guidelines, creating consistency across their digital ecosystem while solving distinct user needs in the customer journey.
3. A wellness and skincare entrepreneurial case study
The situation:
A local entrepreneur was launching a skincare range and health retreat in North Devon from scratch, with no existing brand presence, marketing materials, or digital footprint.
The business needed a complete brand identity and go-to-market strategy to establish credibility in the wellness sector.
The strategy:
I designed every customer touchpoint from zero: logo, brand identity, product packaging and labels, website, promotional posters, business cards, and digital marketing including Google My Business profile optimization.
The comprehensive brand system positioned Lunari as a premium local wellness destination while remaining accessible to the North Devon community.
By handling all marketing foundations simultaneously, we gave the entrepreneur everything needed to launch with confidence and consistency across physical products, digital channels, and in-person experiences at the retreat.
4. A global feed ingredients brand case study
The situation:
AB Agri needed to launch Livalta, a new division focused on developing responsible, protein-rich ingredients for animal feed from circular co-products.
The brand needed to communicate both innovation in sustainable food systems and rigorous feed safety standards to gain trust from feed manufacturers and nutritionists.
The flagship product, LivaltaCell HY40 (a functional yeast ingredient), would eventually achieve GMP+ Feed Safety Assurance certification - a globally recognized standard that monitors the entire feed production chain.
That wasn't enough for AB Agri and we went on to develop a bold new farm services brand called Proxima.
The strategy:
I led naming and brand workshops with AB Agri senior stakeholders to develop the Livalta identity from the ground up.
The resulting brand expressed the company's commitment to responsibility and innovation through a clean, modern visual system.
I designed the logo, complete visual identity, product packaging, promotional video, and placeholder website to establish Livalta as a credible player in sustainable animal nutrition.
The cohesive brand launch positioned Livalta to communicate complex feed safety credentials while appealing to forward-thinking partners seeking responsible protein solutions.
Visual identity: AB Agri were so impressed with their new technocal product's brand they came back for more — this time for their new Farm Services offering.
Explainer video: Livalta's first explainer video combined their values, technical iconography and USP to really make a strong statement at launch.
"Thank you very much! We are very pleased, too. And as you can see, we are very happy with your work. Jen's contact request is already the second one from within AB Agri"
5. A renewable energy powerhouse case study
The situation:
An innovative renewable energy company based in Cornwall, UK needed to establish its brand identity and recruit franchise partners willing to invest to join the network. Without to increase brand recognition and market presence, they needed to build credibility quickly while running a cost-effective acquisition campaign.
The strategy:
Working closely co-directors at Roots Creative, I led the complete brand creation from naming workshops through to execution.
After developing the best.energy name, I designed the logo, visual identity, and comprehensive brand guidelines.
I created their full marketing suite including a corporate website, digital and print brochures, promotional video, and sales sheets.
The critical success came from the Google Ads campaign my agency managed, which acquired franchise partners at a cost-per-conversion significantly lower than the partnership fee - delivering exceptional ROI.
Partners received training, ongoing support, and access to proprietary products, making the high-value conversion campaign essential to launching the franchise network profitably.
"We have used most of Roots services extensively for years now, and it's really helped as we grow our business internationally. But what I really like about them is the great lengths they have gone to, to really understand our business and the IoT sector we are in."
