Rebranding Roots AI – Elevating a Global Leader in AI Innovation

I led the rebrand of Roots AI, transforming its identity, website, and marketing strategy to position it as a leader in AI-driven insurance technology.

CORPORATE BRANDING / ENTERPRISE COMMUNICATIONS

  • In under six months, I led the creative direction for all graphics, ensuring brand consistency while honoring legacy colors and shapes. The rebrand enhanced engagement, strengthened industry recognition, and positioned Roots AI as a leader in AI-driven insurance technology.

  • Utilizing Adobe Illustrator, AdobeXD and InDesign, you ensured the work was on-point and innovative.

  • I gained valuable insights into AI technology and Roots’ innovative approach, and I was thrilled to elevate their brand to reflect the sophistication of their products.

Challenges

Roots AI needed a rebrand to reflect its evolution from automation to AI-driven insurance solutions and strengthen market positioning.

Solutions

Redesigned brand identity, including a sleek new logo and refined aesthetics to emphasize innovation.

The logo rebrand aimed to redefine Roots AI's identity, reflecting its evolution into a leading AI-driven insurance technology company. The previous branding emphasized automation, but the new design needed to convey innovation, intelligence, and industry disruption.

  • Developed a modern, sleek logo that balances trustworthiness with cutting-edge AI sophistication.

  • Designed clean geometric lines to symbolize precision, forward-thinking technology, and efficiency.

  • Refined the color palette, incorporating tones that reinforce innovation while maintaining industry credibility.

  • Ensured versatility, adapting the logo seamlessly across digital platforms, marketing materials, and event branding.

  • Strategically launched the updated brand identity, reinforcing Roots AI's position as a thought leader in AI solutions.

Led a website overhaul, optimizing for demand generation, user experience, and higher conversion rates.

The website redesign repositioned Roots AI for demand generation and ensured prospects effectively engaged with its solutions. The revamp prioritized conversions, restructuring content and design to streamline customer journeys and highlight the company’s AI-driven value proposition.

Key Enhancements:

  • Geometric brand elements integrated to visually align with Roots AI’s modern AI-driven approach.

  • AI agent visuals introduced to enhance storytelling and make complex solutions more accessible.

  • Optimized user experience, simplifying navigation for insurance professionals to explore offerings seamlessly.

  • Strategic content hierarchy, guiding users from awareness to discovery and conversion.

  • Video demos embedded to showcase AI-driven solutions and reinforce customer engagement.

  • SEO and analytics improvements, enhancing keyword targeting and site structure to boost organic traffic.

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Created educational materials, including ebooks, infographics, and whitepapers for demand generation.

Educational Materials for Demand Generation

Since insurers require valuable insights to make purchasing decisions, the rebrand included the development of educational content that positioned Roots AI as a thought leader in AI-driven insurance technology.

Key Initiatives:

  • Developed a comprehensive whitepaper, "State of AI Adoption in Insurance," providing industry research, expert insights, and actionable strategies for insurers integrating AI.

  • Designed an interactive landing page to showcase the whitepaper, enabling engagement through dynamic visuals, streamlined navigation, and gated content for lead generation.

  • Created high-value marketing assets, including ebooks, infographics, whitepapers, and checklists, to address industry pain points and highlight AI-driven solutions.

  • Refined messaging to align with insurers’ needs, demonstrating how Roots AI technology enhances operational efficiency and decision-making.

  • Strategically distributed educational materials through targeted email campaigns, LinkedIn promotions, and gated content on the website to drive engagement and conversions.

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Results →

In less than six months, the Roots AI rebrand significantly elevated its market presence and demand generation efforts. The website overhaul improved user engagement and conversion rates, while strategic advertising and educational content drove lead generation. Conference branding strengthened industry recognition, and the refreshed identity positioned Roots AI as a leading innovator in AI-driven insurance technology.