Hannah Bernard and Sam Ellis are the two forces of nature behind the successful boutique digital media agency, Roots + Ardor. After only 4 years in business, the pair have clients like Engel and Völkers, Waves Coffee and Papa Murphy’s Canada in their portfolio, and won a BC Business 30 Under 30 award earlier this year. Focusing predominantly on content creation and social media strategy and execution, Hannah and Sam always keep their values of social consciousness and authenticity in mind, made evident in the beauty of their work.
The two met while volunteering at a charity event in 2015, and found that they shared passions for both business and philanthropy. Following their immediate connection, Hannah suggested (although some may say “pushed”) Sam into going for dinner to talk about the possibility of working together. They realized that as a pair, they had the skill sets needed to fill a niche void in the digital marketing industry. Sam came from a background in social content creation and PR, and Hannah brought years of broadcasting and videography experience to the table. Together, they jumped head-first into creating Roots + Ardor; “roots” to remind them to stay grounded in their respective Prairie upbringings, and “ardor” from the Latin word ardere, meaning to burn, to reflect their passion for their work.
Sam and Hannah have come a long way from their original start-up days, zipping around Vancouver from job to job as a two-woman show. Today, they head up a small but powerful team in their beautiful Mt. Pleasant headquarters (if you follow them on Instagram, you might have seen them post about their new office space just once or twice) with 25 clients on retainer. These two boss babes also founded MentHerShip, a quarterly event created to give young women a safe space to have open conversations with various mentors – “no-filter”. We had the pleasure of meeting them when our own boss babe, Miriam Alden, was asked to speak at MentHerShip v.4, which she found to be one of the most warm, engaging and authentic events she’d ever been a part of.
Welcome to The Babe List, Hannah and Sam!
What does Babes Supporting Babes mean to you?
Sam: It’s a wild world and growing wilder every day. I think it’s becoming increasingly important to support one another as women. There’s so much to navigate around the expectation for young women to be and do it all; be a dream boss, be a perfect partner, be mentally sound and don’t forget to exercise! It’s overwhelming and I think the best way through it is together. Our experiences don’t happen in a vacuum. Female support and friendship have become the number one support and motivator in my life, and “Babes Supporting Babes” embodies that positive ethos that we all benefit from lifting one another up, being allies, and remembering that we’re not in the fight for fulfilment alone.
Hannah: I think it represents a journey that has been long fought. From this fight, there’s this realization that we, as babes, can do whatever we please and should all support one another along the way. We’ve all been victim to negative judgement – we’re human – but there’s been a shift as of late where women are really just embracing each other in whatever form they come in. It’s exciting. For so long we’ve been told what we should do or should not be doing and Babes Supporting Babes just means that now we are saying “hey – we’ll support you no matter what girl!!”. I love it and I’m stoked to now be officially a part of the movement.
Do you have a morning routine?
Sam: Yes, it’s called, “trying to outrun Mother Time.” In all seriousness though, I do try to start the day by opening space for my mind. I try to squeeze in a 5-minute Headspace meditation and I will literally die without two shots of espresso. Truly, once I left my apartment without caffeine and an old woman had to help me cross the street. I like to be in the office first so I can play the folk music that Hannah hates, be quiet, reflective, and caffeinated before our team arrives and madness ensues.
Hannah: Hmmm – this is always a tough one for me. Because much to all those self-help books recommendations… I hate routine. Oh man, now I’m exposed! Truthfully though, mornings aren’t my most optimal time. I’m a night-worker (not like Julia in Pretty Women, but creatively). I get my best work done in the evening and am always a more visual and productive person after the hour of 12pm in the day. That said, the nature of our business says otherwise, so being in the office by 10am at the latest is a must for me. I’m also trying to introduce meditation into my life, but for the moment, taking my dog for a walk in the morning with my tea and oat milk is a way for me to set my intention for the day. I try to never drink coffee in the morning and only have it as a treat some afternoons – wow, I sound weirder and weirder as I read this back. Blasting loud music on my way to the office is a way to pump myself up before I enter the classical folk-dome that Sam has set up in the R + A office.
What is the mantra or motto that you live by?
Sam: I generally try to approach everything in life with a sense of humour. My therapist says this is a defense mechanism. I disagree. Plus my therapist doesn’t have a sense of humour. Thus we always say, “We aren’t saving lives.” And what we mean by this is quite literal; we do the absolute best work we can every single day but keep in mind that if we make a mistake, we are not the cast of ER. Lives are not on the line and there will be a new day tomorrow where we can set the bar higher for ourselves and our clients.
Hannah: For a long time I lived by the mantra/motto, whatever you wanna call it, that says, “Feel the fear and do it anyway.” I was almost positive that I wrote this quote, but I’ve since seen it floating on the internet, so clearly I’m unoriginal. This mantra, to me, means that life is going to be full of fearful moments. Moments of insecurity, moments of uncertainty and moments of fear but if you can just acknowledge the feeling and move through it – beautiful things will happen. It’s been a huge piece for me in my broadcasting career and now as an entrepreneur and business owner!
What is the story behind your company? How did you get started?
Sam: Hannah and I met when we were both feeling stuck in our corporate careers and on the cusp of our Saturn Return. We were both, and still are, Saturn Returning hard. We were attending a charity event we mistakenly thought we were guests at, whereas it turned out, we were the volunteers for. We had a good laugh about this, not realizing this would be a theme in the years to come as we slugged away at a service-based industry! Jokes on us. But the key is that it feels different when the work is by your design and on your own terms.
We sensed a shift in our respective, more traditional markets; public relations and corporate videography. And by “we,” I mean Hannah as she was the first to pitch the idea of starting a business. Clients wanted content streamlined for social media without the fluff and agency inflation rate. She and I realized we could deliver that in a small but mighty package. This looked quite literally like the two of us hauling around our own equipment, capturing content, improvising creative and turning it all over within 24 hours. Sometimes I wonder where all of that relentless energy came from but I realize now that survival is a powerful motivator in the first year of business. More powerful than sleep and sanity.
Hannah: Oh man. I wish I could secretly peep up at Sam’s answer so I could steal it, but here I go. The long and the short of it was that we saw a void in the market and thought we were the right team to fill it. I had been working in various forms of media production for the last several years and Sam was well-versed in PR and Social Media strategy. We were both very passionate about philanthropy and business so we reached for the opportunity. How we got started was basically me forcing Sam out for dinner and convincing her to partner with me on this new venture. Four years later, we’ve founded a digital agency that focuses solely on content creation and social media execution all rooted in social consciousness. Okay, now what did Sam say?
Tell us about the biggest hurdle you’ve had to overcome in the process of building your business.
Sam: My own inner voice. You can guarantee a few things about any start-up; it will ebb and flow, the markets will change (and not always in your favour), and you will make monumental mistakes. All of this chaos stays static but if you can’t keep on top of your own inner critic and quiet the voice that says, “You’re going to fail,” then you’ll be right. We’re harshest on ourselves and so little of what we tell ourselves is reality. I’ve been incredibly lucky to have Hannah on my side in these low moments. We cheer each other on through the shit storm.
Hannah: Vulnerability. Co-running your own business exposes a ton of personal characteristics that you didn’t even know you had. Not to mention the creative pressure you feel on a daily basis. I think figuring out how to show up no matter what has been the hardest element of it all – for your clients, for your team and for yourself. Over the last several years, it’s honestly shown me what I am made of and to me that’s a gift I’ll never take for granted.
What is your version of a “power suit”?
Sam: When we got BC 30 Under 30 I bought an actual power suit which was a two-piece number like all of my favourite flawed MadMen characters wear. I could have gone black as I do with the rest of my wardrobe and my writing style, but instead, I chose baby blue. There’s something so chic about taking something masculine and pouring the feminine all over it so it becomes something, well, more evolved.
Hannah: Honestly …a power suit – the jacket, pants, all of it! HAHA! But really – Sam and I started this podcast a couple of months back and we call ourselves the modern-day Mad Women and love to wear power suits to draw on all the power men have called their own for so long. Also, truthfully, just wearing a bad-ass pair of heels will make me feel powerful too so I could call that a power suit as well.
What characteristics do you most admire in the people you work with?
Sam: I admire Hannah’s resilience and her sharp sense of humour. She is incredibly driven and isn’t afraid to grind long hours to get what she wants. This is a rare quality when put together with all of the other talents she brings to the table like innovative, forward-thinking and big-picture vision. She gets my sarcasm and throws it right back and I don’t think we could survive any other way. We hire on attitude and aptitude and our team members have both in spades. Maddie is incredibly giving and graphically gifted. Dakota has a beautiful eye for aesthetic and is probably too normal to work with us.
Hannah: Authenticity and kindness. I love when someone comes into our space for a meeting and the energy is just immediately safe. No judgement, no ego, just some people coming together to get creative and do good work. That’s it for me. I admire intelligence and brilliance and inspirational individuals too but above all, it’s the ability to be all of those things in a kind and authentic way.
Speaking of characteristics… what qualities are you working on in yourself right now?
Sam: Where to begin. I have a problem with patience. I find myself trying to solve problems or grey areas in my professional and personal life as soon as possible instead of as soon as it is right and ready to be resolved. I’m also a forever student of stress. I’m still trying to learn how it works instead of how it works me.
Hannah: Mindfulness. In complete transparency, my life has been anything but normal in the last month and remaining present has been the only thing that has (sort of) kept me sane. I’m still learning every day, and by no means have I mastered it, but I’m on the path and, to me, that’s all that matters.
What do you find is the most fulfilling part of your career?
Sam: Whenever a client tells us they feel heard, felt or seen that is a huge win. MentHerShip is definitely a point of pride for me as well. It was born out of the gut instinct that young women needed more real conversation and touching points around the challenges they’re facing in life and work, and because we have crafted an audience as a brand, it’s our responsibility to speak and lead. It didn’t dawn on us until we were in the midst of it that this form of unconventional mentorship is equally vital for all genders, at all ages, at all times. So we’ve grown alongside the movement and continue to make it more inclusive and welcoming to anyone who’s curious about self-growth. I do believe my biggest gift is my voice and if I can speak loud enough using R+A’s platform about social issues that matter to me, I’ll always be fulfilled.
Hannah: Where to begin!! When any member of our team tells us they are proud of something they produced under our roof, when our client feels that we captured their vision in our work, or when one of my personal visions are realized through film. Any of those are just a high that I can’t really explain. I’m so lucky to have the opportunity to feel all of these things on any given day and for that I am grateful.
What do you do to recharge?
Sam: Travel is a huge part of what makes me feel human and whole. Somewhere deep down I’ve always known this and have always been a seeker, but particularly in my late-twenties, I’ve pursued more solo experiences that challenge me and reforge my beliefs around who I am and who I could be. Travelling can also be exhausting, so pack vitamins and don’t order the chicken.
Hannah: Oh, no, we are getting real now. I truly believe that a separate outlet of creativity is important to anyone that is a true creative, really. Music is that expression for me. I write cheesy songs and play the guitar and piano whenever I can (and am always learning). To be honest, when I’m expressing myself musically I feel very free and it’s a way for me to release any stress from the week that might have been built up.
What would you consider your “superpower” – meaning the thing you can do better than anyone else?
Sam: Procrastinate! For this question, I almost feel it’s better if we answer it for one another because I feel like an asshole explaining why I’m a better dancer than everyone else.
Hannah has many superpowers but I would say her magnetism leaves me in awe most often. She has a way of holding presence in a room and convincing you of anything with a completely unique sense of enthusiasm, engaging delivery, and earnestness. Someone early in our business told me, “Hannah can sell ice to Eskimos,” and while I find that saying outdated and outrageous, in this case, it’s correct. She has the power to make people naturally want to orbit around her to see what she does next, where she’s going. So you can know where to go, too. Like following a light.
Hannah: Okay, so, Sam and I agreed on writing one another’s superpowers, so here we go. Sam’s superpower is her ability to use the English language in a way that no one has seen (or heard) before. I’m in awe of it every day – and I feel very lucky. Her use of literature is revolutionary and I’m not just saying that because it’s good for business. She is a visionary in how she thinks and it shocks me on numerous occasions in a day to see how her brain comprehends the thoughts of regular humans into something so impactful that the room stops. They say that a smart person surrounds themselves with smarter people – so far I’m killing it on that front.
What is the best piece of advice you’ve ever received?
Sam: My first boss – and in reflection, my first mentor – told me to, “Hold the vision, trust the process.” My mother always told me, “This too shall pass.” If you combine those two mantras you essentially have the key to life.
Hannah: I don’t know where I heard it but someone once told me, “Even if it’s not okay, it’s going to be okay.” That might sound underwhelming but if you really think it through, it’s really quite powerful and has stuck with me throughout my life.
What advice do you have for those trying to break into your industry?
Sam: Try something with a pension plan? I think social media gets an equally exciting and daunting rep. On one hand, it’s an industry that’s become so integrated into our daily lives it’s almost like breathing, and that’s not necessarily a good thing. On the other hand, it’s so rapidly evolving, challenging, and layered that you can never be bored. If you think you want to break into it you have to be prepared to constantly evolve with it. It’s not an industry for someone who likes routine or stability. The game is constantly changing. If this excites you and if innovation is a motivator, it could be the right path. The biggest key to success in social media is learning how to communicate. That may seem obvious, but it’s not easy. You have to be good at listening not just to your client’s audience, but also to your clients. 90% of what we do is talk to people and so the biggest learning curve is learning how to respond to human desires and curiosity in a way that always feels fresh.
Hannah: Find something that makes you, you and run with it. We all have a divine ability that makes us special – find yours and if it’s something that you’re passionate enough about it – go for it. I truly believe that our industry is so incredibly open, creative and exciting. If that scares you, fair enough, but if it scares you but also makes you hungry enough to go for it, WHY NOT? We all have something beautiful inside us that people are going to connect with it. Find yours and make something out of it. Can’t wait to see what you do!
And finally… what’s next?
Sam: As our business proves its seaworthiness more and more over the years, it’s become more clear to me that cultivating our voice is our most vital job and natural path forward. For me, this looks like focusing more on developing MentHerShip so it can reach a larger and larger audience, investing more time in our podcast, and pursuing and telling the stories (both our own and our clients) that we think are too important not to share with our generation and the next. I want to integrate my passion for writing into our business in some way, too. In many ways, I already do. I take these dreams with a grain of salt. We’re lucky to focus on the more creative aspects of our vision because we work so damn hard on the backend business. Over the next ten years, I see Roots + Ardor solidifying its legacy as a small digital media agency with a huge heart who connects with women in a powerful way. I hope we become better and better leaders. I hope we never let fear rule our future or the roost.
Hannah: OH LORD – WHERE TO BEGIN. We have ideas bleeding all over the office that are beginning to cultivate and be realized within every moment we can find. Expansion is always a goal and innovation is a priority. We want to grow our reach and help more and more brands tell their story through the content, platforms and mediums that we work within. Finding the next big thing in social is always on top of our list so that we remain competitive for our clients. Beyond that, I think that we’ve created something truly beautiful through our #MentHerShip program as well as our brand as a whole. We hope to continue to spread the message of #MakeYourMark, which means that life is what you make it and you can have a stamp on the world no matter how small you may think it is. We truly feel like the world is our oyster and it’s only up from here. LOOK OUT WORLD!
Keep up with Hannah & Sam on Instagram.
Written by Emma Benneyworth.
Photography by Ryan Pugsley.