About Good Roots Design

We are Good Roots Design, an organization that solves social and cultural problems through research and design. Together we will discover your mission and choose the right visual output so it can enter into the world with good strong roots. Feel free to reach out!

Founder | Selma Sofie van Gorkum

As a graphic designer and anthropologist I visualize stories using depth research, graphics and photography. Those stories are made to create a bigger understanding about cultural differences, to change mindsets and create movements.

Master Cultural Anthropology
Universiteit Utrecht

HBO Bachelor Design, Graphic Design
Art Academy AKV. St. Joost, Hogeschool Avans, Breda

HBO-Propedeuse Psychology
Hogeschool Fontys, Tilburg

When I’m Free
Fitness, running, hiking, yoga, cooking and watching Bollywood movies

Clients & Experience


Vice Versa, Green Culture Lab, Human Security Collective, Universiteit Utrecht, Avance Impact, Aflatoun International, Zuiderlicht Film, Earth Elements, L-IFT


apr 2015 till june 2015 Short Movie – World Children Playing Basketball
Filming and editing

feb 2013 till may 2013 Ethnographic Research in Udaipur, India
Thesis ‘The Art of Playing a Game’
Cultural Anthropology Universiteit Utrecht 

may 2012 Exhibition Festival Jägerland, Eindhoven

apr 2011 till may 2011 Save Breda’s Museum
Campaign and Photoshoot of residents of Breda

dec 2010 till jul 2011 Rayfish Footwear Webdesign

nov 2010 till feb 2011 Exhibition & Magazine Article ‘Zo Te Zien’
Eigen Huis & Interieur, Amsterdam

oct 2010 Exhibition Dutch Design Week, Eindhoven