RootMax x EFAO
Brief: Design trade expo materials to promote RootMax in Canada and establish a scalable visual identity for future campaigns.
RootMax is an organic mycorrhizal root enhancer that helps plants develop stronger, healthier root systems for better nutrient absorption and growth.
Work carried out
Art direction
Content strategy
Brand refresh
Event banners
Advert design
Leaflets
Leaflets
Presentation
Flyers
Video
Banners
I was tasked with creating a fresh visual identity for Grow-Mate, designing trade show materials for RootMax, and supporting MDmicros, the brand’s distributor in Canada. With several months of lead time, I had the chance to rethink the design system and develop a cohesive look that could scale across future campaigns.
We chose yellow as the core color, symbolizing sunlight and growth. It paired well with earthy browns and greens used for RootMax. I carried over the yellow band from the label as a recurring element, and we retained the Aller typeface for its clean, modern readability. Imagery focused on healthy roots to position RootMax as a premium mycorrhizae product with real value for growers.
I designed three booth banners:
→ The first highlighted the science: ingredients, benefits, and how RootMax supports nutrient exchange through healthier roots.
→ The second focused on benefits and availability in the US, Canada, and EU.
→ The third emphasized compatibility across all crop types.
CFIA certification was placed prominently for trust-building, with CTAs leading to the MDmicros website and Walmart.
Leaflets
Without professional photography, I built realistic mockups and scenes to help the product feel real.
I also designed a two-page leaflet showing case and pallet dimensions, creating two versions for the US and Canadian markets. To generate the visuals, I used an online case/pallet generator, an efficient workaround given the tool constraints
Lastly, I delivered a trader deck, a flyer, and a looping video background for the TV screen.
This project was a success at the EFAO Conference, and the visual system developed here laid the foundation for Growmate’s future branding and marketing efforts.
RootMax featured in the Spring issue of EFAO
