Transatlantico Studio partnered with Project Own, a Baltimore-based organization, to create the visual identity for their innovative product, Rooted. Rooted tackles the complex barriers to homeownership and wealth creation that disproportionately affect communities of color in the United States.

This innovative product offers digital mortgage readiness coaching, combining intuitive digital tools with personalized human guidance to help individuals improve their credit, savings, and debt—all critical steps to qualifying for mortgage loans.

Rooted’s mission is to create a lasting generational impact, empowering families by breaking down the barriers to homeownership. Through its blend of coaching expertise and accessible technology, Rooted presents a scalable and effective solution to a widespread challenge, helping millions turn their dream of owning a home into reality.

An extensive color palette was created to reflect the diversity and move slightly away from the typical, serious look of financial applications. The design is kept simple to inspire trust and give clients hope in achieving their dream of homeownership.

Transatlantico’s work included visual identity development, motion design, web design, and development, crafting a cohesive brand presence that reflects Rooted’s mission, values, and commitment to social change.

Transatlantico believes that culture is the north star of every powerful brand. Through deep research and strategic insight, they craft narratives that resonate with meaning, connecting ethical brands with their audience in a way that feels authentic and enduring. With a personalized approach, they merge creativity, strategy, and emotion, building identities beyond aesthetics to tell a compelling story.