Loop & Ladder Digital

Creative Brief:

As a newly founded consultancy, Loop & Ladder Digital needed a brand identity and website to establish its presence in the DTC marketing space. The name itself served as the foundation for the visual direction: “Loop” representing customer retention and loyalty cycles; “Ladder” symbolizing growth and movement up the value ladder; and “Digital” reflecting the brand’s expertise in eCommerce and paid media. The goal was to create a bold, modern identity that would resonate with clients in the wine industry while remaining versatile enough for broader consumer brands.

Process:

The logo concept exploration began with a focus on typographic solutions that could subtly reinforce the meaning behind the name. I explored both serif and sans serif options to find the right balance of modernity and sophistication. Early sketches included loop and ladder illustrations, but I soon realized that the double “O”s in “Loop” naturally conveyed the cyclical concept, making additional visual cues unnecessary.

The turning point came when I noticed the repetition of the letter “L” in both words. By stacking the words vertically, the composition began to resemble a ladder, instantly reinforcing the name’s meaning while maintaining strong typographic clarity. From there, I refined the letterforms, proportions, and spacing to create a clean, confident wordmark that could stand on its own across digital and print applications.

For the website design, I collaborated with the client to identify the best platform for them, ultimately selecting Squarespace for its flexibility and ease of maintenance. I curated stock imagery that would appeal to wine and lifestyle brands while maintaining an approachable yet refined aesthetic. To strengthen brand cohesion, I developed a set of custom icons for the services page that extended the brand’s visual language. While the initial phase of work is complete, the client plans to continue partnering with me to expand their brand presence through additional assets, including motion graphics. Visit the live website here.

Skills:

Identity / Brand
Graphic / Digital Design
Website Design (UX/UI)