About · Amman, Jordan
From roots to operating systems.
The roots were always the point.
Joroots started with one belief: brands grow like trees, and the strength is in what you do not see. For years we built those roots through strategy, identity, websites, and campaigns.
Then the ground shifted. AI lets a business run partly on intelligence — but only when that intelligence has structured knowledge, documented workflows, and a brand it can read.
AI fails on chaos. Structure first, intelligence second.
Deliverables serve two audiences now: humans and machines.
Proof over promises. If we cannot measure it, we do not claim it.
Team of collaborations
Senior minds. Built around the work.
We are creatives and entrepreneurs who bring our own brands, companies, and careers to the project. Minds on loan, not seats on a bench.
P/01Founder · Biz Dev
Atalla Abu Taha
Develops businesses, relationships, and the commercial direction behind the work.
P/02Brand Strategist
Darem Aqrabawi
Turns research and business decisions into clear brand strategy.
P/03Creative Director
Lina Abu Rezeq
Leads post-production, animation, film, and visual narrative.
P/04Senior Art Director
Abdallah Halawani
Builds design systems through method, function, and reason.
P/05Marketing Manager
Sarah Haddad
Brings deep experience in the Jordanian market and administration.
P/06Growth Hacker
Mahmoud Maayta
Develops and implements strategic and tactical communications plans.
P/07Art Director
Latif Fityani
Brings more than twenty years across media and creative fields.
P/08Senior Graphic Designer
Eyad Jamal
Creates visual systems across products, websites, and campaigns.
P/09Photographer
Adam Ahmad
Brings twenty-one years of commercial photography experience.
P/10Production Manager
Zaid Batawneh
Turns ambitious creative work into reliable production.
P/11Business Development
Bassam Banna
Works across direct sales, PR, corporate communications, and marketing.
P/12People Development
Ashraf Farah
Develops the people involved in projects, brands, and companies.
More than 100 companies.
A senior core team and a network of collaborators across strategy, design, production, and technology.
Rolls-Royce
Fairmont
The Ritz-Carlton
GIZ
Virgin
SMEHub
Jordan Geographic
LeanGene
ITE Tires
Atlas Tours
Stagemania
Millian Travel
Build what is beneath.
One conversation about what your business actually needs underneath — and what it would take to build.