The Rooted Wave

The Rooted Wave is a Black-owned run club based in Frankfurt, creating spaces for movement, connection, and community within the Black community.

As part of the team, I developed and shaped the brand’s visual identity and digital presence. The previous communication relied heavily on AI-generated visuals. While AI can be a valuable creative tool, it lacked a clear strategic direction, resulting in a generic and inconsistent appearance that did not reflect the uniqueness of the community.

My role was to build a stronger and more authentic brand system — including logo development, Instagram design, content direction, event communication, flyer design, and visual concepts for social media and Reels.

Through this collaboration, the project evolved into a long-term creative partnership, where I now lead the art direction and ongoing visual development of The Rooted Wave.