Roots is an independent design consultancy working with brands, institutions, and organisations to build identities of clarity and substance. We uncover what is essential and true within each client—translating that into work that is thoughtful, disciplined, and enduring.
How we work
Our approach is grounded in research, precision, and craft. Whether designing a national identity, developing a comprehensive brand system, or refining a typographic expression, we apply the same rigour to every commission. The scale varies, the attention does not.
Principal
Profile
Jonathan Yuen is a graphic designer and design educator with over two decades of experience in the creative industry.
He is the founder and creative director of Roots, an independent design studio based in Singapore, recognised for its work in branding, strategy, packaging, publications, exhibitions, and digital design.
At Roots, Jonathan leads the studio’s creative vision—shaping a design philosophy grounded in clarity, thoughtfulness, and restraint. His approach blends conceptual thinking with refined craft, resulting in work that is both visually distinctive and meaningfully aligned with each client’s purpose.
Graphics On The Move May 2024IdN v28n4, June 2023Zao Bao Mar 2023 / Mar 2021Asia-Pacific Design No.8 / 9 / 11 / 12 / 13 / 16 / 18 / 19Design 360° Magazine Issue 87, Jul 2020Design Diplomacy Apr 2020The Straits Times Dec 2019etapes Issue 252, Dec 2019Novum Issue 11.19, Nov 2019OPEN PAGE Oct 2019Design 360° Magazine Issue 82, Aug 2019SEARCH Apr 2019It’s Nice That Nov 2018Duotone Jul 2018Layout Now Nov 2017The Straits Times, Life! Oct 2016Cubes Singapore Issue 72, Feb 2015The Straits Times, Life! Dec 2014Creative Cultures 2013art4d Issue 205, Jul 2013
Jury in
D&AD Awards (UK)Cannes Lion (FR)One Asia Creative Awards (CN)Topawards Asia (JP)Singapore Good Design Awards (SG Mark) (SG)The Gong Show (SG)The Crowbar Awards (SG)Taiwan Intl. Student Design Competition (TW)Kancil Awards (MY)
