Client: Reconnecting Roots | Agency: Yonts + Co
Reconnecting Roots was one of the first clients I worked with at Yonts + Co. Often times I worked as a designer and art director for the pieces we created for them.
Reconnecting Roots is a PBS Show featuring stories of America told through music, history, and a series of field trips. Yonts + Co worked with RR in preparation for Season 1, through Season 1, and in preparation for Season 2.
As things geared up, I jumped in and out as needed to aid in creating materials for the show. Requiring social content to promotional materials to branding, Reconnecting Roots was an all-hands-on-deck client for Yonts + Co.
While shooting was ongoing for Season 1, we worked with the Reconnecting Roots team to promote the show and land potential sponsors or network deals. At that time, they had yet to work with PBS. I was tasked with expanding the brand beyond the logo and logotype.
I began creating pitch pieces, social content and presentations that would be used to entice executives to work with Reconnecting Roots. Since a main focus of the show is connecting the past to the present, I wanted the brand to represent that in the ‘technological’ feel of the bars boxing in content on designs, combined with textures and colors that felt vintage.
During this time, RR hosted a live event in Montana to premiere the show, with guest speakers and musical acts. I was tasked with designing promotional posters for the event, which we also edited to use for social content as well as to be sold at the show.
As Season 1 was nearing completion, the Reconnecting Roots team decided they wanted to change up the brand. Our team pitched a number of different ideas, but ultimately the RR team decided to work with another designer for the brand. With Season 1 wrapped, a new brand and a PBS deal looming, it was time to start really pushing our efforts.
While social was managed by another member of the Yonts + Co team, I handled the design and direction of all materials we used. For social, we began to tease the show with clips, stills, graphics, and GIFs. In meetings, we created new informational pieces, full of analytics to convince brands to sponsor RR. Just like with Season 1, this also meant creating pieces for the second live event.
After the launch of Season 2, we finished working with Reconnecting Roots as a client. Having worked so closely with the show’s producers, we felt like we had a stake in its success as well. I have no doubt that our marketing efforts played a vital role in landing partnerships and sponsorships for Reconnecting Roots.
