Project Overview
LoopWise Brand Concept and Refreshed Website
The project, which was completed as a freelancer, was to refresh the brand identity and website for a start up called LoopWise, which provides AI-enabled software solutions for organizations looking to automate repetitive tasks and workflows.
The rebranding involved updating the spartan look of the existing brand and giving it warmth and personality through graphics and animations.
While the project was ultimately not rolled live due to other corporate priorities, the clients were extremely satisfied with the look and feel of the re-brand.
The Design Process
Existing Website and Research
The existing website was very sparse and utilitarian with little existing branding. The website primarily functioned as a login portal for the service, and marketing was done by word of mouth.
To understand how competitors presented themselves online, I surveyed five websites of LoopWise’s direct competitors. My main takeaways from successful websites were:
Clean layouts with white background were almost universally the look these websites went for.
The most successful websites had streamlined splash pages that took customers directly to the sign-up screen.
Many of the best sites had views of the tools built right into the websites.
There was a huge opportunity to differentiate the website by adding some personality, most of the competitors’ websites had clean type but we presented as very serious.
Design and Iteration
The design was created and iterated upon in Framer, and some initial versions with stock images were discarded in favor of a site that used friendly and animated “virtual team members.”
End Result
Ultimately the website came together with a new cohesive brand with fresh type and a new color palette. I was particularly proud of the hero section of the website which was clean and fresh while creating an approachable vibe for a relatively dry b2b software application.
While my client was thrilled with the end result they did not have the capacity to move forward. We have since continued to work together on other projects!
See a shot of the whole website here:
