Founder, Creative Director, Roots

Jonathan Yuen

Jonathan Yuen is a graphic designer with over a decade of experience in visual communication before founding Roots in 2011.

His work encompasses the fields of branding, creative strategy, graphic design, typography, packaging and interactive design. He leads the creative outputs of the studio with a contemporary visual sensibility and disciplined focus rooted in honesty, thoughtfulness and restraint. Ideas, craft and sincerity are the driving force of his work.

He has served as a juror in global award shows such as D&AD (UK), Cannes Lions (FR) and Topawards Asia (JP), and was one of the executive members of The Design Society Singapore (2013–2015). In 2019, he was appointed as the brand identity designer for the Singapore Bicentennial national campaign.