Loorlab
Omnipresent Creative Experiences
A new brand strategy, visual identity, and web design for an inclusive and user-centered software tech developing company specializing in WordPress Solutions.
Role
Creative Director, Strategist and Visual Designer
Deliverables
Brand strategy, visual Identity: logo, typography, color palette, brand style guide, collateral, branded digital content; and web design.
Collaborators
Web Dev: Loorlab Team
Digital Resources
https://www.loorlab.com/Project Overview
Loorlab is a tech startup that specializes in web development and WordPress solutions, with a particular focus on culture, audiovisual content, and e-commerce. They have a broad vision that transcends geographical boundaries and a remote-focus model that has allowed them to expand remarkably. They serve clients across various countries, including the USA, Mexico, the Netherlands, and Spain.
Loorlab is highly acclaimed nationally and internationally, with prestigious awards such as Festival Comkids Interactivo Brazil 2018, Lapiz de Acero nominee 2014, and Colombia's Ministry of Culture award for Best Web Strategy with Cultural Content in 2011.
The Challenge
In early 2022, Loorlab's Team engaged marcelo.design to refresh and reimagine the strategic positioning, messaging, visual identity, and website, preserving the initial strategic vision and spirit of the company but at the same time implementing a new futuristic and modern business perspective.
The Result
A new unified brand strategy emerges as a robust conduit for Loorlab to communicate its values and goals with unparalleled clarity and precision to a distinct audience of tech visionaries—engaged, adept in remote collaboration, and driven to forge the future with pioneering digital projects. Following the founders' vision of delving into augmented reality and artificial intelligence, we have reimagined a new core philosophy: Omnipresent Creative Experiences. Furthermore, the brand strategy aligns with Loorlab's foundational principles of creating a dynamic, inclusive, and boundless digital environment powered by a diverse team of innovators.
The adoption of a minimalist and streamlined visual identity, with intertwining 'L' forms, signifies connectivity and the seamless integration of technology and creativity, reflecting Loorlab's commitment to innovation in web development. Visual elements such as the pulsing lines on the abstract background pattern convey movement and energy, symbolizing Loorlab's innovative and ever-evolving nature. The strategic use of a bold, sans-serif typeface exudes modernity and approachability, while the striking color palette—vibrant blue and red as primary colors—delivers a visual punch that captures attention. Meanwhile, the sophisticated purple undertones serve as a secondary color that enriches the palette, adding depth and dimension, standing out against the stark, clean, and uncluttered layout, drawing the eye and reinforcing the brand's dynamic presence in the digital landscape.
Through collaborative efforts with the Loorlab development team, a new web experience was crafted to reflect the brand's essence visually and emotionally, emphasizing consistency as the cornerstone of brand recognition. Through careful selection of colors, unique visual styles, strategic branding placements, and coherent messaging, this effort ensures every website visitor connects with Loorlab's core identity, reinforcing a comprehensive understanding of the brand's values and goals.
Overall, the new brand system showcases a meticulously crafted design language that conveys the brand's forward-thinking vision and global presence, consistently applied across all touchpoints to optimize brand positioning.
