Root’s effectiveness is the result of a unique combination of expertise and talent, unavailable in a traditional advertising or branding agency. We have the sound strategic perspective for fundamental product, consumer and market understanding, combined with the creative vision and expertise to take the smartest strategic approach forward into the most authentic and relevant manifestation of the brand promise.
We’ve had the privilege to lead brand evolution efforts for well-established brands such as Jaguar, Lexus, Taco Bell and Nissan as well as opportunities to lead many brand revolution efforts, creating new category-disrupting brands such as Wantify, Nut-rients, Auri/Works, Speed by Spectre and 224 Spring Water.
We’re collaborators. We work alongside your company principals and stakeholders with a bespoke team created exclusively for your given brand challenge. We believe in experts. Each ROOT team member has a distinctive role, applying their particular area of expertise to further your brand’s value. Every stage of every project is lead by ROOT company founder Piet van Praag, ensuring consistency of vision throughout the process, guaranteeing maximum brand value and integrity.
We’re hungry for knowledge that gives us a clear vision. We will go deep into your brand’s greater context, identifying trends and dynamics within the market, consumer and competitive segments—allowing for a strategic foundation rooted in authenticity and opportunity.
The learnings from our research are formulated into a “truth and opportunity” statement—a strategy that defines the brand’s most relevant positioning in the marketplace, identifies the consumer “sweet spot”, and creates a truly ownable place for the brand to live and thrive.
We carry the brand’s strategic foundation forward into the most consumer-relevant identity. We manifest core codes that fall straight out of the brand’s strategic reason for being, creating the most meaningful and poignant brand identity.
ROOT offers a range of brand discovery, creation and evolution services, including:
Piet leverages over 20 years of diverse brand and product development experience; from launching new products and product categories as a strategist and lead account manager on Madison Avenue, to creating new brands, brand platforms, and global communications campaigns as an art director, copywriter, and creative director in San Francisco.
Piet has authored and co-authored many highly successful brand efforts, such as the Taco Bell “Think Outside the Bun” brand mantra and foundation, the Levis and Dockers web and interactive platforms, the “Easy Button” brand promise, the Lexus “Relentless Pursuit of Affection” global brand transformation, the Fox NFL “Claymation” brand personification, in addition to other brand evolution and transformation processes for Jaguar, FOX Sports, Nissan, Amazon.com, amongst many others.