ROOTS CANADA
I designed apparel graphics and illustrations for Roots between 2021 to 2025. During this time, I worked across all departments between women's, men's and kid's where my work spanned from sophisticated logo packages to fantastical illustration series. Within my time at Roots, I worked towards elevating and developing the Buddy the Beaver mascot further whereas prior to my involvement the mascot was primarily known for it's static and limited poses/faces.
I had the pleasure to work on the Fall 26' varsity jacket that Canadian Prime Minister, Mark Carney sported during a public address on April 30th, 2026. Additionally, my work on the "Canadian Collector's Series" was spotlit on Yahoo for eclectic Canadiana products during the height of the 2025 Winter Olympics.
BUDDY THE BEAVER
I expanded on the iconography of the brand's mascot, "Buddy the Beaver". Over the years, I drew this cartoon beaver hundreds of times in different poses, contexts, and festive occasion. Buddy the Beaver was shown very limitedly prior to my creative control over the cartoon mascot.
THE CANADIAN COLLECTOR'S SERIES
I created a series of kitschy, souvenir-inspired artworks celebrating various Canadian cities, along with a Canada-themed product collection. Each illustration features a Roots store from the respective city, paired with classic local landmarks and cultural icons.
HOLIDAY PROGRAM 2025
FALL 2024' VARSITY JACKET
Designed all the patches on this varsity jacket using a combination of embroideries and appliques.
ROOTS TAIWAN
I also create graphics for Roots Taiwan and their stores. This involves receiving an entirely new mood board, direction and process as we work towards catering to Taiwanese customers. The graphics I produce for Roots Taiwan are typically more cartoonish, illustrative and whimsical compared to it's North American counterparts. For the past few years, I've designed for Taiwan's annual Taiwan Day collection, often featuring national animals and elements.
