Rooted
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Rooted *
DESCRIPTION
The second series produced under Genuine. “Rooted” is a series of five interviews highlighting artists whose work is inspired by their cultural heritage.
CONCEPT
1. Intention
To reflect the concept of artists sharing their creative process, inspired by their heritage, I named the series “Rooted”, referencing cultural roots. I chose to visualize this idea in a straightforward way, using custom typography and plant-inspired imagery.
2. Creative direction keywords
Organic · Raw · Straightforward
WHAT I DID
• Visual identity / Title design
• Pre-production: brainstorming
& shoot planning
• Production: filming
• Post-production: editing & publishing
I sketched the word “Rooted” using different types of pens, aiming for an organic,
handwritten look with lines resembling plant roots.
I then photographed plants and edited the images to create teaser visuals announcing the series.
“Rooted” Interviews
Click on the cover to see the interview.
