Root Management is a full-service property management company serving residential and commercial properties with a focus on reliability, strategic insight, and long-term community growth.
The launch of their new brand and website was driven by a need to establish digital credibility, clearly communicate their values, and attract real estate investors seeking a thoughtful, purpose-driven management partner.
As Root evolved into a parent company overseeing multiple tenant-focused entities, a strong online presence became essential for showcasing their expertise and unifying their services under one strategic identity.
Building a Purposeful Brand
Root Management believes property management should be more than maintenance checklists. It should promote growth for both investors and the communities they serve. With a long-term mindset and a commitment to doing things the right way, Root sought a brand that reflected their values.
After feeling unseen by other agencies, they chose Jointly Studios for our strategic, relationship-first approach. Together, we’ve built a brand and online presence rooted in purpose, trust, and vision.
Defining the Target Audience
Inspired by the Root Management team’s passion for serving the community, we developed a target audience that would align with their goals of growth, commitment, and care for tenants, the properties, and the local community.
David – The Property Investor
David is an experienced investor who understands the financial side of real estate but doesn’t have the time or interest to manage properties himself. Based in California, he’s focused on growing a strong portfolio of 10 to 20+ unit residential and multifamily properties, seeking stable, passive income streams.
In the past, David has dealt with unreliable property management companies that failed to communicate, allowed maintenance issues to escalate, and neglected the small details that protect long-term value. Now, he’s looking for a management team he can truly trust; one that keeps his investments occupied, cared for, and profitable without his constant oversight.
Challenges & Pain Points
- Wants reliable, passive income without being involved in day-to-day management.
- Values high-quality tenants, minimal vacancies, and proactive maintenance.
- Frustrated by past experiences with property managers who lacked communication and professionalism.
What He Wants
- A trustworthy partner to fully manage and protect his investment.
- Consistent monthly owner distributions and clear, detailed financial reporting.
- Long-term tenant retention.
- Proactive maintenance to preserve and enhance property value.
- Peace of mind knowing his portfolio is being stewarded with care.
Michael – The Commercial Property Investor & Developer
Michael is a seasoned commercial real estate developer with holdings across multiple states. His primary focus is ensuring strong tenant retention, minimizing vacancies, and steadily increasing the value of his assets.
In the past, Michael has worked with management companies that treated properties transactionally, offering little strategic support. Now, he’s looking for a property management firm that thinks like an owner, acts proactively, and strengthens his investments through smart, hands-on service.
Challenges & Pain Points
- Struggles to fill vacancies and needs proactive tenant retention strategies.
- Seeks a true partner in property management, not just a vendor.
- Must balance profitability with maintaining well-managed, high-quality spaces.
- Requires a team that understands commercial business strategy and long-term asset positioning.
What He Wants
- To maximize occupancy and tenant satisfaction.
- Strategic property care that preserves and enhances property value.
- A partner who works alongside him to meet investment goals.
- Proactive communication, detailed performance reporting, and strategic input to guide next moves.
Establishing the Brand Goals
By the time Root Management decided to partner with us, they already knew what it was they aimed to achieve in the short and long term. We helped them put words on paper to establish their mission, vision, and value proposition statements.
Mission
(Root Management’s purpose and guiding principles)
To provide exceptional property management services by prioritizing long-term value, fostering strong relationships, and maintaining a standard of excellence in every aspect of our work.
Value Proposition
(Unique benefits that Root Management offers clients)
Root Management delivers dependable property management with a people-first approach, ensuring your investments are well-cared for while fostering strong, trustworthy relationships with tenants, owners, and communities.
Creating a Strong Visual Identity
Root Management’s brand now has a cohesive, professional visual identity that aligns with their target audience and approach to property management:
- A sophisticated logo system
- A beautiful color palette that blends deep, classic tones with warm neutrals to create a brand that looks mature, trustworthy, and reliable.
- A structured typography system for brand consistency across all touchpoints.
Logo System
