Creative Director, Roots

Jonathan Yuen

Jonathan Yuen is the founder and creative director of Roots, an independent design consultancy based in Singapore. With over two decades of practice, he works with brands, institutions, and organisations to build identities and graphic work rooted in ideas, precision, and enduring craft.

His work has been recognised across the world’s most respected design and creative awards — among them six D&AD Awards, a Cannes Lion, One Show, The Art Directors Club, and four Tokyo TDC distinctions, alongside recognition from Golden Pin, Adfest, and AD STARS. Notable projects include the visual identity for the Singapore Bicentennial, commissioned by the Prime Minister’s Office, and the rebranding of established local brands including GINLEE, Grafunkt and COCOLOCO.

Beyond client work, Jonathan has served on juries at D&AD, Cannes Lions, Topawards Asia, and several leading regional award shows. He also teaches applied typography at Temasek Polytechnic, where he brings the same rigour he applies in practice to the next generation of designers.

His work and judgment are shaped by a single conviction: that the strongest design is always rooted in something true and honest.