Rooted in ideas
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.
What we do
- Creative direction
- Art direction
- Brand naming
- Visual identity
- Brand strategy and guideline
- Printed matter
- Book
- Packaging
- Exhibition
- Wayfinding & signages
- Digital & website
- Creative direction
- Art direction
- Brand naming
- Visual identity
- Brand strategy and guideline
- Printed matter
- Book
- Packaging
- Exhibition
- Wayfinding & signages
- Digital & Website
Recognitions
Awards
Featured in
Jury in
Get in touch
A → 16 Shaw Road, #06-01, Singapore 367954
T → 2753 8272228 (56)
E → moc.erastoorrerehw@oiduts