Loop developed a unique software and communication platform that allows teachers to easily communicate with students and parents on desktop and mobile devices. We developed a brand that spoke to this dynamic software while making sure human connections were the focus of the identity elements. Carpenter Collective worked closely with the Loop team to develop their brand strategy and visual identity assets that could position their business as both an innovative tech company and a true leader in the world of education.
A large challenge within our visual identity system was humanizing the technology. Our illustration system changes on-screen based on weather, time of day and location—creating a unique experience for each user. We also wanted to subtly reinforce the brand and make the assets more proprietary by creating a visual loop within each featured illustration. Find them within the clouds, on a path, in the ocean waves or looped through a jump rope.
In addition to the identity system and brand toolkit, we developed an extensive brand standards manual for all Loop employees and future brand users. This manual allows the brand to stay true to the core vision.