ABOUT ROOTED
Design shaped by people,
purpose, and connection.
Hi, I’m Alex.
The person behind Rooted.
I’m the founder and designer behind Rooted Creative Design. My path here has been a little unconventional—through counseling, marketing, and eventually design—but each part of it has shaped the way I approach creative work.
I believe good design starts with understanding people. Before I think about colors, layouts, or fonts, I want to understand what you’re building, who you’re building it for, and what you want people to feel when they experience your brand.
That’s what I bring to Rooted: a thoughtful, collaborative approach that helps turn the ideas in your head into something clear, cohesive, and genuinely yours.
THE STORY BEHIND ROOTED
I didn’t exactly take a straight path to design.
My career actually started in counseling. For more than a decade, I worked as a therapist in a therapeutic school, where I learned how to listen closely, ask better questions, and understand what people are really trying to communicate—even when they don’t quite have the words for it yet.
Over time, my role expanded into marketing and creative work, and I found myself drawn to a different kind of problem-solving. I loved taking something complicated and making it clearer. Finding the story underneath all the information. Creating something that not only looked good, but actually felt right for the people it represented.
Eventually, those two parts of my work stopped feeling separate.
Rooted grew from the belief that good design starts the same way good conversations do: by listening first. Today, I get to bring everything I’ve learned about people, communication, strategy, and creativity into helping small businesses build brands and websites that feel more like themselves.
Good design starts the same way good conversations do: by listening first.
MY PHILOSOPHY
Thoughtful design starts with understanding.
The best creative work doesn’t start with a template or a trend. It starts with listening, asking the right questions, and understanding what you’re really trying to build.
01 | LISTEN FIRST
Every project starts with understanding—not assumptions. I take the time to learn about your business, your people, and what matters most before we decide what anything should look like.
02 | DESIGN WITH INTENTION
Beautiful is important, but it isn't enough. Every choice should support your message, create clarity, and help people connect with your business.
03 | BUILD FOR GROWTH
Your business isn't standing still, and your website shouldn't hold you back. We'll create something that works for where you are now—with room for where you're headed.
WHAT GROUNDS ME
The things I come back to.
Rooted in Nature
Whether I’m watching my kids play in the backyard, hiking in the mountains, or sitting with my feet in a river, nature is where I feel most connected and recharged.
Helping People Find Their Identity
One of my favorite parts of branding is helping people uncover who they are and translate that into something visible and meaningful. I love helping businesses gain clarity through design—and helping therapy clients recognize their value and importance in the world.
Building a Life with Intention
At this stage of life, I’m creating work that allows space for both purpose and presence—showing up for my clients, growing creatively, and making room for the everyday moments that matter most.
Collecting Memories Over Things
I’m far more inspired by experiences than possessions. Traveling, exploring new places, and creating meaningful memories with the people I love will always matter more to me than collecting things. One day, I’d love to live abroad and experience a new way of life.
NOW, I’D LOVE TO HEAR ABOUT YOU
Let’s create something that feels like you.
You’ve heard a little about me. Now I’d love to hear what you’re building, what matters to you, and where you could use a little creative support.