I was tasked with sowing the seeds of a brand design system (preferably in the form of a wordmark) for an app named Pāproot (pronounced "paper route"). The aim of the app was to leverage digital tools to stimulate youth entrepreneurship, much in the way that paper routes once did. My goal was to create a jumping-off point for a comprehensive brand identity for Pāproot—in other words, to give Pāproot a personality.