I initially joined Loopie to lead UX design for two mobile applications—however, during my time there, my design partner (Hilary Painter) and I noticed the company’s lack of a the brand identity system. We knew this would be essential to growing its customer base, so we proposed a brand design initiative.
After finishing UX work on the app prototypes, we designed their logo, produced a brand style guide, built out their social media identity, created an illustration library and much more.
Loopie laundry:
Product design + brand identity development
Roles: UX design, UX research, brand identity design, illustration, copywriting
Getting started
Loopie is an app that offers a peer-to-peer solution to laundry. It provides laundry pick-up and drop-off, and is supported by a network of certified washers who are able to participate and earn money from their homes, or in some cases from their Laundromats.
Our brand development journey with Loopie began with tackling their logo. We wanted something that improved brand recall, and that improved overall brand perception.
We landed on a simple wordmark that embodied the playful spirit that was beginning to emerge as essential to their brand, and that played on the concept of the service being a “loop.”
Brand foundations
Once we had the green light to tackle Loopie’s brand beyond their apps and their logo, we got to work interviewing Loopie stakeholders to understand the brand vision. We also spent time with customers, and even volunteered as washers.
After some analyzing and workshopping, we decided that we needed to create flexible, easy-to-use guidelines that embodied the notion that Loopie is a seamless, stress-alleviating service that has something to offer everyone.
Social presence + brand voice
A particularly joyful aspect of developing Loopie’s brand was establishing their social media presence. I created illustrations, took photos, and wrote copy in order to help Loopie bring the new brand to life, and to give the new look & feel wider visibility. Through posting consistent, engaging content, we were able to significantly increase their following and customer engagement.
Illutration
Establishing an flexible, expressive illustration style was central to the new Loopie brand. Because of the company’s limited resources at the time, we decided that the illustration style needed to be straightforward for any designer to interpret. I art directed new concepts and created many of the illustrations that were implemented across a wide range of marketing materials.
Product design
Once my partner and I had finished the new brand identity, we worked to carefully integrate elements of the brand into the UI of the applications we’d designed. It was important to use that all customer touchpoints truly felt like “Loopie.”
Though this is not a deep dive into the UX process (for that, you can head here!), you can see a snapshot of the work that my partner and I did below.
