Pico Roots is a community marketplace in Santa Monica’s Pico Neighborhood showcasing local creators through a brand identity rooted in place and cultural expression. The system is designed to feel accessible rather than luxurious or philanthropic, anchored by a hand-drawn logo that balances personality with restraint to avoid a crafty or twee aesthetic. A palette of warm, bright, and welcoming colors brings visual energy, while custom illustrations draw from the people and lived experiences of the community to create an identity that feels both reflective and contemporary.