We feel very strongly about the work we do and the people we do it for.

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Small business owners are remarkably passionate, and they have good reason to be! Their services, products and ideas are worth sharing, and it is our pleasure to help spread the word. Our work presents unique opportunities to learn, create and solve problems. It’s an exciting ride, and we wouldn’t have it any other way!

 Small businesses enrich our economy in a variety of ways; they create jobs, inspire marketplace innovation, build strong community ties and enhance local character. The work we do feels important because small businesses are important, and our mission is to be champions for their success.


Jennifer began a career in graphic design as a high school student. In 1997, she graduated from Winthrop University with studies in both Broadcast Journalism and Graphic Design. After college, Jennifer worked in the television industry, focusing on creative services (both design and producing).  She produced on-air promotions for The Weather Channel in Atlanta, GA, and 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 SC native and returned to her hometown of Greenville in 2003 to raise a family. Her family relocated to Charleston in 2009, and Rooted ID was founded shortly thereafter.  

Office Role: Operations Manager, Creative Support and Networking Queen

Extracurricular Interests: Travel, Clemson Sports, Family Time and Margaritas



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 as an Assistant Manager for a bait and tackle shop back home. 

Kendall graduated cum laude in 2008 and received a Business Administration degree, concentrated in Marketing. Her work experience, which spans the Finance, Wellness, Retail and Customer Service industries, includes office administration, client relations, marketing support and website management. Kendall has been with the Rooted ID team since August of 2012.

Office Role: Marketing Consultant and Copywriter 

Extracurricular Interests: Party-Planning, DIY Projects and Netflix Marathons

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Kaelyn Hawkins, Graphic & Web Designer

Kaelyn, who hails from North Georgia, was introduced to the area as a student. She earned a BA in Arts Management from the College of Charleston and worked in the non-profit sector for several years post-graduation. She relocated to Asheville, NC, but quickly returned to Charleston 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. 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.  

Office Role: Graphic Designer & Web Designer

Extracurricular Interests: Playing bass, knitting, learning anything new and being Mom to The World’s Best Cats, Jacob and Toby

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