Loom empowers you to bring your life to work.
year
2019- 2021
role
Sr Brand Designer
Photo Art Director
Illustrator
Team
Stewart Scott Curran - Brand Director
Tim Lampe - Sr Brand Designer
Judson Collier - Sr Brand Designer
Brooks Chambers - Brand Strategist
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Loom’s video platform allows people to send recorded video messages at work. Its customers include Netflix Inc., Atlassian Corp. and Twitter Inc. Loom said more than 10 million people across 120,000 companies use its product, with its active user base growing at a rate of 900% year-over-year. In 2020, I was part of the inaugural brand team that got to develop the new brand identity in-house.
Show and Tell
As the initial brand hire on Loom, I played a pivotal role in the development of a few of the brand pillars in an 8-month rebrand process in 2020. There wasn’t a set brand for Loom previously, so we got to start from scratch.
Throughout remote brand-jams, the early process focused heavily on breaking up the two elements that make up a loom: the canvas or screen and the cam bubble.
“First, we have a rectangle. The Block made by your screen – a canvas for your thoughts. Then there’s the Bubble: a circle framing your face - a window to your unique perspective. There's a powerful and simple assumption in the relationship of these two shapes: that a person’s work is best understood in light of the person who made it. This belief permeates the Loom experience, and it is at the center of our values, character, and our brand.”
- Brooks Chambers, Brand Strategist
Early brand explorations explored the space between the bubble and the block and the magic that was created when they intersected. It became the building blocks of the brand redesign.
The bubble and the block and the magic that is created when they intersect
"Loom is an earnest advocate and a determined guide for our users. We’ve seen a future where they’re more appreciated, more empowered, and more connected to each other."
The Logo
The identity includes a logo icon that translates into smaller applications. There is a separate logomark and wordmark. The final identity is meant to be simple and modern
Primary horizontal loom logomark
Brand Guide
A snippet of the extensive brand guidelines developed by Tim and Judson as part of the new brand toolkit
The logomark represents the collection of artists works/walls, as well as an L and a W.
Brand Photography
People are what set Loom apart from other products. It’s at the core of what we do. We have a unified, expressive approach to photography and video. We approached photo and video with three ideas in mind: show optimism, be familiar and embrace curiosity
Our users are building an exciting future. The background spaces should be inviting and expressions should be warm. People don’t exist in a blank studio with a color seamless, we want people to see themselves in our environments. An authentic expression of self that is more sweatpants on couch than than on-stage formal.
Our users discover more when they show and tell. Curiosity should weave its way through still life, customer portraits and video expressions.
How we show this:
If we were being realistic, we’d just have everybody at home in their sweatpants. While the process of crafting this photo and video work during a pandemic let us be a little more buttoned down, we still wanted the video to look aspirational. We separated that into work-from-home aspirational and workplace aspirational to make sure that people could see themselves in the marketing.
Brand photo and video work
Pulling off a production during a pandemic
We worked carefully and safely to pull of a full video production during the pandemic. We used looms (hey, that’s the product!) to do remote casting, wardrobe and production planning. If you’re interested in hearing more about the photo and video process, here’s a loom I made to explain:
Pulling off a video shoot during pandemic with our amazing crew
