Case Study / Brand Identity + Website

Loop & Lever

Concept project Marketing agency Tampa, FL Brand Identity + Website
Loop & Lever brand flat lay: a sample campaign report, a laptop showing a demo dashboard with sample data, business cards, a black notebook with a lime band, a pen and a sticker sheet, all in black, white and lime.

The approach

The identity is built on one idea from the brand system: the ring is the loop (test, learn, repeat) and the arm it sits under is the lever. The palette is mostly black and white with a single lime accent used sparingly, and the type pairs Archivo Black headlines with Inter body copy.

"A small loop under a long lever."

Loop & Lever brand system cover page: the horizontal arrow over a ring mark in lime and paper on black, the wordmark, and the line 'Small moves. Big pull.'
Brand system, cover
Loop & Lever logo mark construction: the ring and arrow on a 120-unit grid, clear space and minimum-size specs, and the lockup on paper, black and lime backgrounds.
The mark
Loop & Lever color palette: Blackout, Paper, Static and Voltage lime swatches with hex and RGB values and usage percentages.
Colour
Loop & Lever typography system: Archivo Black for display headlines and Inter for body copy, with the type scale.
Typography

The website

A homepage design that carries the identity onto the web: the same Archivo Black headlines, black and paper grounds, and one lime call to action, on desktop and on mobile.

Loop & Lever homepage design shown in a desktop browser and on a phone: a black hero with the headline 'Small moves. Big pull.', a lime call to action button, and a list of services.

Concept projects show our full process from strategy to final design.

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