What's a Rooted ID?

“Rooted ID is a branding and marketing agency catering to small and mid-sized business owners who want to improve brand identity, increase brand awareness and spend marketing dollars wisely.”

That’s our “Rooted ID”– a statement of brand identity rooted in a clear understanding of who our customers are and what our promise to them is. Every business has its own Rooted ID, and we believe that business owners can make smarter use of their marketing dollars once it is clearly defined.

Down-to-Earth Sensibilities

Hiring a qualified marketing agency should be a financially realistic option for growing businesses. Rooted ID was founded on that premise in 2010, and our commitments to affordability, quality creative work and practical solutions still ring true.

We give clients direct access to a small team of experienced designers, copywriters and marketing coordinators. Streamlined collaboration ensures that everyone on our team is aware of client vision and working toward a common goal.  

Meet the Team

Jennifer Morrow, Owner of Rooted ID

Jennifer Morrow


Jennifer graduated from Winthrop University in 1997 with studies in Broadcast Journalism and Graphic Design. After college, Jennifer’s career began in the television industry. She was a graphic designer for WSOC-TV in Charlotte, NC, and went on to produce on-air promotions for The Weather Channel in Atlanta, GA. Jennifer later got involved in the design and development of interactive media for corporations like SONY®, Lockheed Martin® and Nabisco®. Her experience working with small businesses began as a freelance graphic designer, but she and husband Michael would go on to own several small businesses of their own.

Jennifer is a South Carolina native and returned to her hometown of Greenville with Michael in 2003 to raise their son, JT. Her family relocated to Charleston in 2009, and Rooted ID was founded shortly before her daughter, Megan, was born. 

Jennifer’s favorite pastimes are yoga, concerts, travel and cheering on her Clemson Tigers. She's most happy hanging out with her family and friends while soaking up the sun and listening to good tunes.  

Kendall Flock, Marketing Consultant

Kendall Flock

Marketing Consultant

A South Carolina native, Kendall grew up in the small town of Marion. She attended the College of Charleston and developed a love for small business while working summers at a bait and tackle shop back home. She graduated from CofC in 2008 with a Business Administration degree concentrated in Marketing. Additional undergrad coursework included Public Relations, Studio Art and German Linguistics. 

Kendall's work experience, which spans the Finance, Retail and Food Service industries, includes office administration, event promotion and marketing support. She began managing websites and writing press releases for local business owners in 2009 as an independent contractor, and joined the Rooted ID team in August of 2012.

When Kendall isn't working, she's spending time with husband Chris, son Liam and Winnie the Wonder Pup. Her interests include themed parties, DIY projects, crochet, NFL Football (Go Panthers!), binge-worthy television and singing with the choristers of St. Andrews Parish United Methodist Church.  

Kaelyn Hawkins, Graphic Designer & Website Designer

Kaelyn Hawkins

Graphic & Web Designer

Kaelyn, who hails from North Georgia, relocated to Charleston in 2003 in order to attend college. She earned a BA in Arts Management from the College of Charleston and worked in the non-profit sector for several years post-graduation. In 2009, she decided to pursue further education in Graphic Design at Trident Technical College. 

Kaelyn’s graphic design career began while she was still enrolled in classes. Working in a MUSC laboratory, she created numerous medical illustrations for scientific publications and even helped to brand an independent medical research venture. She later pursued freelance opportunities and held other design positions in the healthcare, printing and pet product industries. Kaelyn has been with the Rooted ID team since June of 2013.  

In her free time, Kaelyn and her fiance, Shawn, care for the World's Best Cats (Jacob and Toby). Her interests vary but are usually creative in nature, and she and Shawn are currently enjoying marine adventures after the purchase of their first boat... hopefully they don't get lost at sea.

Plant | Feed | Grow

Strategic Marketing Process

To earn a return on your marketing dollars, your business needs to reach the right audience with the right message. A clear understanding of your unique strengths, target customers and brand commitments plays a crucial role in that, which is why our strategic marketing process starts with defining your brand identity.  

Plant – Define Your Brand Identity

Identify your most probable customers and the perceived realities that influence their purchase decisions. Clearly define what sets your business apart from the competition. Strengthen your brand identity with specific recommendations about your written and visual messages. 

Plant Consulting includes an initial session, a follow-up session, documentation of recommended brand messaging and creation of a brand identity statement (your "Rooted ID"). 

Logical next steps may include design of a logo, business card and website prior to Feed Consulting. Next steps are tailored to suit unique needs.

Feed – Identify Marketing Methods 

Identify marketing methods (word of mouth, networking, publicity, promotion and cost effective advertising techniques) that will complement your brand identity and attract new customers. Receive specific recommendations regarding the allocation of your marketing budget. 

Feed Consulting includes an initial session, a follow-up session and documentation of recommended strategies. 

Logical next steps may include website updates, creation of marketing collateral or launching a multi-faceted campaign. 

Grow – Implement a Marketing System

Focus on lucrative marketing strategies, and create a plan for ongoing support. Our team is equipped to manage a variety of your recurring initiatives (blogging, email marketing, website maintenance, etc.). The cost of your recurring initiatives will be broken into monthly installments. In addition to marketing management, we will have periodic meetings to evaluate results.