things i made
because no one
asked me to.*
*which is usually when i have the most fun.
roots & rally
roots & rally started as a very simple idea: make it easier for people to meet through movement.
I built the brand from the ground up — visual identity, voice, event concepts, partnerships, social content, website, photography and the actual experiences people showed up for.
What started as a creative side project quickly became an exercise in brand building in the real world: not just deciding how something should look, but figuring out how it should feel when people interact with it.
roots & rally
roots & rally started as a simple idea: create a space where people could connect through movement and shared experiences. What began as a local pickleball meetup has grown into a community-driven brand that brings together recreation, networking, and culture through thoughtfully designed events.
How I Think
I approached roots & rally as both a community and a system. Every touchpoint, from social posts to event reminders, was designed to reduce friction and make participation feel easy and inviting.
As the community grew, I focused on building repeatable structures: clear messaging, consistent formats, and content that met people where they were. The goal wasn’t just attendance, but creating an experience people wanted to come back to.
Impact
Launched in April 2025, growing from 0 to 450+ Instagram followers
Built a community of 200+ subscribers across email and event channels
Hosted curated events, averaging ~20 players per event
Engaged 100+ players across events, with 23% returning, signaling early community stickiness
What I Did
Founded and grew a community-based club hosting recurring events in Nashville
Planned and executed end-to-end event experiences, from concept to on-site logistics
Built partnerships with local venues and organizations to expand reach
Led content strategy across social and email to drive awareness and attendance
Designed content journeys that improved conversion and repeat engagement
Brand & Identity
I built the roots & rally brand from the ground up, shaping a voice that feels welcoming, social, and easy to engage with.
Visually, I moved away from the neutral palettes common in Nashville and leaned into color to create something more playful and instantly recognizable.
Every touchpoint was designed to feel approachable and consistent, building familiarity and trust over time.
Launch Strategy
To bring roots & rally to life, I built a launch strategy across three key channels: the website, Instagram, email, and original campaign photography.
Each piece was designed to introduce the brand clearly, create a consistent visual identity, and make the audience feel connected to the story behind the brand.
Website
Email Campaigns
Developed roots & rally’s email strategy to support community growth, event promotion, and repeat engagement.
Planned, wrote, designed, and scheduled branded campaigns across event launches, reminders, and follow-ups.
Achieved 61%–64% open rates across campaign sends, reflecting strong audience interest and brand connection.
Connected email with social and website promotion to drive traffic, ticket sales, and a 272% increase in link taps.
For roots & rally’s initial Instagram campaign, I planned and shot a bank of 100+ original photos to establish the brand’s visual identity and create evergreen content for future marketing.
The goal was to build more than a launch moment. I wanted a flexible content library that could support Instagram posts, Reels, Stories, email graphics, and event promotion without having to start from scratch each time.
By pairing original photography with short-form video and consistent campaign messaging, Instagram became a key awareness and action channel, driving 1,023 direct clicks from Instagram and helping the brand feel active, recognizable, and community-centered from day one.
a brand gets interesting when people start making memories inside it.