We must Restore Our Earth not just because we care about the natural world, but because we live on it. A healthy planet is not an option — it is a necessity.
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Link to; image of a green r with roots underneath and the word 'rootid' to the right.
White woman with purple hair and yellow tshirt with a hastag ontop of it taking a selfie. There are protest and social media icons all around her and she is against a light peach colored background.

happy earth day everyone!

Rootid recognizes the importance of effective communications creating lasting change for environmental causes. Using individual platforms to amplify the message of Earth Day is one of the most powerful weapons we have in continuing to raise awareness and keep this vital issue at the forefront.

This year’s theme of Earth Day 2022 is “
Restore Our Earth”. The climate change and coronavirus pandemic have reminded us of the harm we've caused. Thus, we must Restore Our Earth not just because we care about the natural world, but because we live on it. A healthy planet is not an option — it is a necessity.

holidays + observances
National Record Store Day - 4/16
Earth Day - 4/22

staff spotlight
Bob Gourley
Image of Sia Magadan with light pruple circle with her name and title to the right of her face. She is a black woman with black hair tied back. There are small colorful circle in pink, purple and green around the image as well as a small rootid logo in the upper right corner.
What do you do at rootid?
As a web developer, I work with other talented rootid team members to translate client needs and vision into a functional website. This includes converting designs into web pages, developing new site features, and providing technical and creative guidance.  I’m constantly striving to keep up with evolving technology and how people are using it.

Which of rootid's values resonates with you most?
Equitable Access to Opportunities & Resources                   

What is your favorite thing about working at rootid?
Working with a diverse and talented team. Being challenged in terms of further developing my own skillset as well as in pursuit of company values.

Please share something that you admire/appreciate about a fellow rootid team member.

I’d previously worked with Soy at a very different company. I’ve always admired her design work, but have an even greater appreciation now that I’ve seen more of her range.

Share a lesson you have learned from your work with clients here at rootid.
We, and the client, do not necessarily represent the target audience of a website. It is extremely important to research and think deeply about the needs and expectations of the actual website user.  Not everyone pays enough attention to this, but it is something rootid does well.

What’s your all-time favorite book?

Against the Fall of Night (Arthur C. Clarke)

What’s your favorite holiday?

What is your favorite superpower?

Super hearing

What would you title the autobiography of your life? favorite holiday?
I’m Not Really Trying to Control Chaos

blog post
"How to Embody IDEA (Inclusion, Diversity, Equity & Accessibility) Values in Your Rebrand & Rollout Part 1"
Val Neumark
When someone says the words, “it’s time for a rebrand,” does your heart skip a beat?

In this 3-part series, we will examine a community-centered, values-embodied approach to the rebrand process. Part 1 will explore how we begin by centering the needs, experiences and voices of those closest to the outcome of our work, inviting you to examine how perfection and urgency might show up for you and your team. Part 2 will invite you to dive deep into iteration and 'safe to fail' experimentation, using the liberatory design process to 'imagine,' 'prototype' and 'try' new approaches to your communications strategies and materials. Finally, Part 3 will discuss ways to embody IDEA (Inclusion, Diversity, Equity & Accessibility) values in your brand rollout.

Part 1: Making the Case for Doing This Differently
Does just the idea of rebranding, changing your logo, messaging and the rest of your visual identity across your various print and media assets send a shiver up your spine as you think about the stakeholders you will need to include, and the opinions you will need to balance? The politics and fear that this process evokes can trouble even the most well-balanced, calm and intentional organization.
national record store day
Not just the throwaway element of music production, album art once only served as a source branding. But in recent times album art has taken on the significant role of amplifying social justice movements and uniting communities.  In celebration of Record Store Day, a few members of team rootid are sharing their all-time favorite album covers and why they are significant.
Marcus Cinque Harris
Kendrick Lamar's To Pimp a Butterfly album cover is iconically rooted in the identity of my activism; protest songs that connected movements. I can't tell you how many joyous moments I've had dancing in the streets shoutin "We gon' be Alright!" The photo is so classfully shot devoid of color -literally and figuratively shot in black & white. That photo of the community in front of the white house captured a balance of pride, oppression, optimism and pain- I felt that.

Soy Pak-Krisher
As a graphic designer, one album cover that really influenced me is the Cocteau Twins / Heaven or Las Vegas. This is probably the first one I ever saw; I just found the textures and the typography to be so beautiful.

Sia Magadan
The Roots were originally an underground group so this cover was them ‘dipping their toe’ into those social activist waters. Like I just remember my feelings when I first saw the woman’s face and feeling like she's fleeing for her life- what are they about to tell us in this album?

upcoming events

theme: narrative strategy
Date: (Tomorrow) Thursday, April 14, 2022 / Time: 10am - 11am PST
Cost: FREE

narrative strategy part 2
Date: Tuesday, April 26, 2022 / Time: 9am - 12:30pm PST
Cost: $180/participant
Location: Zoom

Dates: Wednesday, May 11, 2022 / Time: 9am - 11am PST
Cost: FREE
Location: Zoom

Dates: Tuesday, May 24, 2022 / Time: 9am - 12:30pm PST
Pay what you can—see event details
Location: Zoom

(*) Trainings can be paid individually or are unlimited as a part of our
NEW Community Annual Membership. Learn More >>

we want to hear from you!
How can rootid help you follow through on your commitments to equity?
What communications based topics are you interested in learning more about?

Send us an email...hello(AT)
Cartoon image of Sia Magadan a black woman with black curly hair on top of her head wearing a green turtleneck with yellow poka dots
we are rooted in community.
In partnership, we co-design necessary spaces for strategic thinking, sustainability & growth—using communications & technology as vehicles to advance equity.

We join with others, envisioning a world where those most impacted are prioritized & communications & technology are used to heal & empower rather than divide. Learn more about our team.
Interested in supporting our community engagement work? rootid now has a fiscally sponsored project with the Rose Foundation.

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