a little more human, a little less black box.
the current state
ai tools compete on "smarter, faster, does more." they fight to be the best robot in the room. marketers don't understand what's happening. they can't learn from it or trust it.
the opportunity
finding an ai company that has its own thoughts, insights, wins, and failures is rare. loop steps outside the box by being honest about learnings, including what went wrong.
every ai company is playing the same game. they're competing on capability, automation, and removing humans from the equation. and now? tech is now a sea of black chatboxes that promise magic but deliver mystery.
context
loop was an ai-powered landing page platform concept developed for enterprise marketers. beyond building landing pages, loop was designed to continuously analyze performance, identify opportunities for improvement, and automate parts of the optimization process.
at its core, loop was built around the idea of ai as a marketing partner, learning alongside marketers and helping them make better decisions while keeping them in control.
my role - brand & creative lead
I developed Loop's brand identity from the ground up, translating the product vision into a distinct visual direction and cohesive design system.
I owned the creative process from initial concepts through final execution, establishing the typography, colour palette, visual language, and brand applications. The identity was designed to communicate Loop's balance of intelligent automation and human collaboration.
year
2025-2026
tools
figma, adobe illustrator
the reference was his way of teaching: make the experiment visible, explain what happened, and give people a reason to care. that became the starting point for loop’s voice and visual identity.
loop could bring that curiosity to marketing.
inhuman ai
positioning
"trust our black box"
human role
"delegate to the tool entirely"
communication
"it just works (but you don't know why)"
when tests fail
hides failures
loop ai
positioning
"here's what we tested, & what happened"
human role
"question, test, and refine"
communication
"here's why it works (and when it doesn't)
when tests fail
publishes learnings and failures
the identity borrows from lab notebooks and editorial design. grids, annotations, and data-inspired graphics make room for explanation, while expressive type and uneven waves bring warmth and curiosity to the system.
a loop with room for change.
the mark pairs a continuous outline with a series of shifting waves. repetition connects it to the cycle of testing and learning, while the irregular shape gives it a recognizable silhouette.
the waves also become a graphic element across the identity, carrying the same movement into layouts and transitions.
SUBJECT PROFILE: #001
BEHAVIORAL NOTES:
Designation: Bloop
Classification: Chat Agent Intelligence
Habitat: Your dashboard
- curious about what you’re testing.
- visibly invested in the outcome.
- slightly deflated when a test falls flat.
bloop gives the agent a familiar face and brings the identity’s curiosity into the proposed product experience.
electric cyan
signal orange
alert red
discovery green
deep charcoal
paper white
#00D9FF
#FF6B35
#F8591F
#2F9939
#2a2a2a
#fafaf8
a custom typeface combining serif and sans-serif forms. its editorial character gives the identity a distinctive voice, paired with monospaced annotations drawn from lab notes.
(and what doesn't)