Stump & Root co

Meet the client

Stump and Root, a creative design studio in the heart of Lancaster, Pennsylvania. 

Challenges

We launched our business in May 2024, quickly establishing a website, logo, and brand story to attract clients. The initial results were promising, but we recognized the need to refine our branding for 2025. This case study highlights the right way to approach a brand refresh, focusing on the delicate balance between creativity, clarity, and sustainable growth. 

Our Process

First, we conducted a thorough analysis of our current brand to identify strengths and areas for improvement. We then revisited our visual identity, refining the logo and color palette for a more cohesive and modern look. Simultaneously, we updated our brand messaging to ensure it aligned with our evolving vision and audience. Finally, we tested the new brand elements across multiple platforms to ensure consistency and impact before launching in 2025.

Brand Story & Messaging

Our brand tone has always been professional with a hint of playful irreverence. This tone resonated with our audience, and I wanted to carry that same voice into 2025. But as our business grew, our target client base expanded too. When we started Stump & Root, we primarily worked with small business owners, but now we serve a broader mix of medium-sized companies and individual entrepreneurs.

This shift meant our communication had to evolve. The most significant change was the concept of clarity—in our brand story and our offerings. I decided to streamline our services to focus on just four core offerings. This simplification helps us communicate more clearly, and it’s already making a big impact.

Logo & Design

Our previous logo was beautiful, but it never fully captured the vision we had for the brand. The redesign process allowed us to experiment and create something more in line with our goals. At first, we explored an aerial view of tree rings symbolizing growth, but we ultimately wanted something bolder and more iconic.

We chose a stronger serif font for a more grounded, timeless feel. While it’s a slight shift from the original font, this new version gives a sense of strength and permanence.

What’s most meaningful, though, is the hidden symbolism: the cross within the "t" in Root and the leaf at the end, symbolizing new life and growth. We wanted to capture the idea that growth can emerge even in places where it seems impossible.

‍