Loft.Design · Brand & story
Redefining brand identity through user-centered strategy and storytelling
Loft went through a rebrand with two tracks: a new marketing website and an agency reel. I led messaging workshops, shaped the content structure, and storyboarded the reel so the story felt consistent across touchpoints — a strategy that balanced brand storytelling with usability and scalability to support future growth.
The challenge
One story, two tracks
A design agency’s own brand is the hardest client. Loft’s rebrand ran on two parallel tracks — a new marketing website and an agency reel — and both had to tell the same story about who Loft was and what it delivered.
That meant getting the message right before getting the visuals right: a cohesive strategy that balanced brand storytelling with usability, and a structure that could scale to support future growth.
Approach
Message first, medium second
Strategic facilitation — I led messaging workshops with stakeholders to clarify brand positioning and align the team around a cohesive vision for the rebrand, defining a shared understanding of the company’s value proposition and making sure it showed up at every touchpoint.
Marketing website redesign — I developed the messaging strategy and content block diagrams that structured the site’s content, giving the visual design direction a foundation to build on. I collaborated with another designer on themed conceptual design versions, keeping each aligned with the overall brand strategy.
Creative direction for the agency reel — I conceptualized and storyboarded the reel, providing creative direction to align the final product with Loft’s brand identity. Partnering with two other designers, we crafted a narrative showcasing Loft’s values and client success stories.
From content blocks to final design
The content block diagrams did the heavy lifting: each page was structured around its message — what it needed to say and in what order — before any visual design began. The final designs filled those frames, so the brand voice survived the trip from workshop wall to shipped site.
The agency reel
The reel had to compress Loft’s breadth — strategy, product design, engineering — into a story a prospective client would actually watch. I storyboarded it around Loft’s brand pillars, moving from bold thinking through team culture to a closing invitation: what can we simplify for you?
Outcomes
A brand that sells the work
A rebranded marketing website — Elevated Loft’s market presence, clarified its value proposition, and improved user engagement.
An agency reel with a job — The visually rich reel became instrumental in Loft’s business development strategy, showcasing the company’s breadth of experience and creative capabilities.
A reusable blueprint — The content strategy workshops and discovery efforts didn’t just bring cohesion to the Loft brand; they became a blueprint for client-facing work, demonstrating the value of strategic facilitation in aligning teams and outputs.
