case study


This inclusivity-focused brand promotes creativity, self-expression, and personal planning to foster the life you aspire


Weaving culture into every design and message, Be Rooted’s collection of stationery and gifting products encourage and motivate women of all backgrounds to express themselves and flourish as the best version of themselves.

Founded in 2020 by former-Target Buyer Jasmin Foster, Be Rooted is on a mission to create a space for women of color to see themselves in the stationery and gifts they love. With a lineup of colorful journals, planners and writing instruments designed by Black and Brown designers, by 2021 Be Rooted became the first and only Black-owned stationery brand available at retail giant Target and

Practice Areas


10 +
1000 B
Media Impressions
$ 10 M
Monetary Value



In today’s digital age, consumers are looking for trusted ways to step away from their screens for self-care that allows them to document their thoughts, goals and dreams. Investing in notebooks and writing instruments that they feel represent their aesthetic has never been so important, with designs now ranging from the bold to the minimalist. Our research showed that that paper and notebooks market has the potential to grow by USD $16.55 billion between 2021-2025, with the market’s growth momentum accelerating at a CAGR of 7.25% so we created a strategy to showcase the beauty and range in all the gifting options created by Be Rooted.



With the growing number of people relying on digital tools and computers for communication, it was important to us to show that paper goods and gift are essential for everyday life.


Be Rooted was founded to transform the stationery and gifting industry into a space that was more inclusive and honestly reflects the consumers across the country and world. For far too long and in too many spaces, Black and Brown women have been left unseen and unspoken to, so Jasmin set out to change that.


Be Rooted started with two SKU’s and has grown to carrying over 30 by the end of 2022 with many more planned to launch in the coming months and years.




Write and strategize a robust public relations plan that considers the brand’s goals,
voice, and desires.


Secure Jasmin, Be Rooted’s founder, for key business speaking opportunities
championing her retail expertise and passion for inclusivity.


Host a “Holiday in July” press event to showcase the wide array of products and gift sets that were scheduled to launch during the holiday season, as well as ongoing seeding to key editors and influencers to have them experience the products high quality features and kick off stories.



In 2022, Be Rooted was recognized for its global impact as one of TIME Magazine’s TIME100 Most Influential Companies.
Essence’s coveted “Chief to Chief” Interview Series with CEO Caroline A. Wanga
AdWeek’s Women Trailblazer’s Summit
Advertising Week Panelist
And more!
Be Rooted is consistently featured in top media outlets including Essence, Buzzfeed, 21Ninety!, Yahoo, Naturally Curly, AdWeek, The Strategist, Bloomberg News, HelloBeautiful and more