LOOKBOOK
THE GRAPHIC AND WEB DESIGN
WORKS OF LOOP
2014
DESIGN
FOR SOCIAL
GOOD.
AT THE HEART OF IT
LOOP IS ABOUT USING
THE POWER OF
DESIGN FOR
SOCIAL GOOD.
LOOKBOOK GUIDE
The Story
Brand + Identity
1.
Operation Groundswell
2. Innovia Partners
3. A Clean Above
4.UforChange
5.
The #HTML500
Web + Interactive
6.
FOTENN: Planning & Urban Design
7.
Canadian Evaluation Society Conference.
8. Flaunt Boutique
9.
BNC Architects
10.
As You Wish Concierge
OUR STORY
STARTS HERE.
J O S H U A L AY T O N (Founder, Creative)
Josh specializes in brand messaging, storytelling and the design and
development of compelling visual identities, campaigns and print
materials. Josh was educated in Urban Planning at the University of
Waterloo, where he won a variety of awards for the design of resilient
urban spaces. He transitioned to freelance graphic design for several
years before founding LOOP.
Josh’s heart is heavily rooted in East Africa where he has been working
on and off over the past four years. On his downtime you will find Josh
striking up conversations in local coffee shops, filling sketchbooks
with ideas for a better world, and scouring Google for flights to far off
places.
We aim to push the boundaries of creativity & use the power of
R YA N F E L I X (Founder, Interactive)
design for social good.
Ryan is a talented web designer and brings his strong intuition and
insight into his many past projects. Previous to LOOP, Ryan co-founded
As a social enterprise, we are driven by a desire to use
C R E AT I V E B U S I N E S S E S
the power of design as a tool to call people to action and
BNC Architects (Toronto, Canada)
foster positive change. Our creative team takes a personal
EllisDon (Toronto, Canada)
and inclusive approach to design, generating powerful
Forest Green Creations (Fonthill, Canada)
websites and visual identities which are truly authentic to
FoTenn Planning and Urban Design (Ottawa, Canada)
our clients goals. We specialize in expressing stories with
Functional Imperative (Toronto, Canada)
a deep knowledge of visual language, engaging content,
Innovia Partners (Toronto, Canada)
strategy, and a close attention to detail.
Straticom Interior Design (Toronto, Canada)
LOOP has helped a growing family of socially minded
E D U C AT I O N
creative businesses, not-for-profits and social enterprises
University of Manitoba (Winnipeg, Canada)
establish visual experiences that are noticed on a global
University of Toronto (Toronto, Canada)
scale. Most recently LOOP was recognized at the Clinton
University of Waterloo (Waterloo, Canada)
Global Initiative in New York for an innovative design
York University (Toronto, Canada)
collaboration with Sokotext, a mobile-based solution for
solving hunger in the slum communities of East Africa.
Moxie, a recognized design shop in upstate New York, and worked for
the graphic design department at the University of Waterloo. Ryan
studied Urban Design at the University of Waterloo, where he gained
recognition and awards for the design of multiple design projects and
competitions across Canada.
If Ryan isn’t researching the latest trends in design and technology,
you’ll find him cycling all over Toronto in search of the perfect tree to
read his growing collection of books.
M I N H T O A N (Communications)
Minh brings a strong set of research, writing and communication skills
to the Loop team drawing from his eclectic and worldly sensibility. He
is well versed and educated in critical design language, most recently
at the London School of Economics where he completed a graduate
degree in City Design & Social Science. There he collaborated amongst
SOCIAL ENTERPRISE
Sokotext (London, UK / Nairobi, Kenya)
an international and interdisciplinary group of architects, designers and
researchers.
Other strong design relationships have taken us across
Operation Groundswell (Toronto, Canada)
A budding writer, Wikipedia junkie and messy home chef, Minh finds
Canada, America and East Africa and include:
UforChange (Toronto, Canada)
creative outlets and inspiration from his many travels and other unlikely
Youth Challenge Internaitonal (Global)
Lighthouse Labs (Vancouver, Canada)
sources.
BRAND + IDENTITY
W E C R E AT E B O L D A N D I N N O VAT I V E B R A N D S T H AT H E L P O R G A N I Z AT I O N S
S TA N D O U T I N T H E C R O W D .
Operation Groundswell / A Clean Above / Innovia Partners / UforCHANGE / The #HTML500
T H E “ B AC K PAC K T I V I S T ”
BRAND HELPED
D I F F E R E N T I AT E O G
F R O M OT H E R VO LU N T E E R
O R G A N I Z AT I O N S B Y
PUSHING ITS GENUINE
AND EXPERIENCEB AS E D AG E N DA . V I B R A N T
H U E S , PA R T I C I PA N T
PHOTOGRAPHY AND
B O L D P AT T E R N S M A K E
THIS BRAND POP AND
H E L P E D O G D R A M AT I C A L LY
I N C R E A S E P A R T I C I P AT I O N
ON GLOBAL TRIPS IN 2013.
O P E R AT I O N
GROUNDSWELL
A global, ethically focused
backpacking organization based in
Toronto, Ontario.
Brand Strategy & Guidelines
Logo & Wordmark
Poster & Marketing Material
Trip Brochures
Website
“Creating an organization’s entire visual
brand identity is no easy feat, but LOOP
has managed to do exactly that with
their fresh, out of the box thinking. They
have captured the essence of ethical
travel and what it means to be an
Operation Groundswell backpacktivist.
It’s been such a joy to work with LOOP
and we hope only to continue doing so
in the years to come.”
Justine Yu
Marketing Director
LOGO
POSTERS & PROMOTIONAL MATERIAL
BUSINESS CARDS
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P ITH AK
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PO
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BRANDED BROCHURES
BROCHURE SPREAD
D E S I G N I S I M P O R TA N T AT
EVERY LEVEL OF BUSINESS,
AND CAN MAKE ALL OF THE
DIFFERENCE FOR SMALLER,
L O C A L I N I T I AT I V E S . A
C L E A N A B OV E I S T RY I N G
T O C H A N G E T H E S TAT U S
QUO IN THE CLEANING
I N D U S T R Y B Y U S I N G O N LY
N AT U R A L M E T H O D S . B Y
IMPLEMENTING A NEW
LOGO, A BRIGHT COLOUR
PA L E T T E A N D C H E E K Y
GRAPHICS WE WERE
ABLE TO DESIGN A FUN
L O O K T H AT F I T T H E I R
P E R S O N A L I T Y.
A C L E A N A B OV E
Environmental Cleaning Service
Logo & Wordmark
Visual Identity Package
Business Cards
Ad Campaign
Website
“LOOP captured everything we could
have hoped for in our brand. It’s not
only true to who we are, but it so fresh
and current to our target market. Our
business is being recognized, and we
are being complimented regularly our
new look. We felt that our values and
mission aligned well with the social
good direciton that LOOP is all about,
and we had a blast working with them!”
Collette & Amanda
Founders
www.acleanabove.ca
LOGO
MULTI-SURFACE WEBSITE
LOGO & MESSAGE MARKS
BUSINESS CARDS
FINDING UNIQUE AND
E X C I T I N G WAY S T O
PROMOTE A BUSINESS CAN
BE CHALLENGING, AND
T H I S WA S E X A C T LY W H AT
W E W E R E A S K E D T O S O LV E
F O R I N N O V I A . B Y C R E AT I N G
A VIBRANT IDENTITY WITH
A FOCUS ON COLOUR,
E X P R E S S I V E I M A G E R Y, A N D
T R A N S PA R E N T V I S U A L
C O M M U N I C AT I O N I N N O V I A
I S A B L E T O S TA N D O U T I N
T H E C R E AT I V E C O N S U LT I N G
WORLD.
I N N OV I A PA R T N E R S
Management Consulting for Creative
Businesses
Logo & Wordmark
Business Cards
Flipbook Campaign
Ad Campaign - Azure Magazine
Website
“I was looking for a simple, intriguing
way to start a conversation with
a potential client. It’s hard to
communicate what we do as
management consultants without
getting lost in complexity! I gave Loop
a one-word creative brief: “flip-book.”
They created an unconventional piece
that tells our story visually in a few
memorable seconds - and it really gets
people talking .”
Rowley Mossop
Principal
www.innoviapartners.com
WEBSITE TRANSITIONS
AZURE MAGAZINE CAMPAIGN
W I T H A S T R AT E G I C
P L A N TO E N G AG E YO U T H
A N D T H E R E G E N T PA R K
COMMUNITY IN THE BRAND
D E V E L O P M E N T, T H E
UFORCHANGE IDENTITY
WA S C O M P L E T E LY R E ENERGIZED WITH A
STRIKING NEW SERIES OF
ENERGY MARKS, A VIBRANT
C O LO U R PA L E T T E , AC T I V E
I M A G E R Y, A N D R E VA M P E D
M E SSAG I N G . T H I S R E F R E S H
P R E PA R E S U F O R C H A N G E
F O R T H E I R I N V O LV E M E N T
WITH THE TORONTO 2015
PA N A M G A M E S .
UFORCHANGE
A Toronto-based Non-Profit and
PanAm partner who empower youth
Brand Strategy & Messaging
Visual Identity
Collateral and Campaign Materials
Website (under development)
“Having been established for over 5
years it came time for our team to
consider our image, and our expression
to the community. We had evolved as
an organization, and our brand needed
to represent that. LOOP helped us
realize our brand vision, and with input
from the community, youth and local
leaders developed a visual identity and
messaging system which is gaining a lot
of traction. It’s colourful, bold, and true
to who we are. The whole process was
very engaging, and honestly - FUN!”
Chalo Burdeta
Executive Director
www.uforchange.org
CORE WORDMARK
WEBSITE
PITCH PACKAGE
BUSINESS CARDS
BUSINESS COLLATERAL
C O D I N G I S A V I TA L S K I L L
F O R T O D AY S H I -T E C H J O B
M A R K E T. W I T H T H I S I N
MIND LIGHTHOUSE LABS
S E T O U T T O C R E AT E T H E
L A R G E S T, F R E E L E A R N TO -CODE EVENT IN
C A N A DA . T H E LO G O I S
ROOTED IN LINES OF CODE
USED BY PROGRAMMERS,
AND A BRIGHT BUT HIT E C H C O LO U R PA L E T T E ,
AND POWERFUL GRAPHIC
L A N G UAG E S P R E A D T H E
‘FUN’ VIBE. THE EVENT
SOLD OUT IN MINUTES AND
W I L L B E H O S T E D A N U A L LY.
LIGHTHOUSE LABS
A Vancouver-based coding
education network.
Brand Strategy & Messaging
Visual Identity
Collateral and Campaign Materials
Website (under development)
Social Media
“Having conceived the idea for
HTML500 only 2 months before
the event-date would have posed a
challenge for most creative teams,
but LOOP successfully took our vision
and brought it to life on all available
platforms in just 3 weeks. The design
received recognition on many media
outlets, the event sold out in minutes
after the digital launch, and the boys at
LOOP were so easy to work with.”
Jeremy Shaki
Director
www.thehtml500.com
PRIMARY LOGO
GRAPHIC SYSTEM
POSTER & PROMOTIONAL
MATERIALS
SPREAD THE CODE
WEBSITE & SOCIAL MEDIA
#HTML500
WEB + INTERACTIVE
We bring exciting brands to the computers, tablets and smartphones of the digital world.
FOTENN Planning and Urban Design / Canadian Evaluation Society / Flaunt Boutique /
Freedom Lending / As You Wish Concierge
F O T E N N R E C E N T LY
REBRANDED TO SHOWCASE
ITS STRENGTHS AND
VA L U E S . L O O P WA S
RESPONSIBLE FOR
BRINGING FOTENN’S FRESH
NEW LOOK TO THE WEB
W I T H A N I N T E R AC T I V E
W E B S I T E T H AT P U T S
FO C U S O N I M AG E RY A N D
I N T E R AC T I V E E F F E C TS TO
STRENGTHEN FOTENNS
POSITION AS A LEADING
D E S I G N F I R M I N O T TAWA .
FOTENN
An innovative, Ottawa based urban
planning and urban design firm.
Website
www.fotenn.com
“FoTenn had the pleasure of working
with LOOP on our website redesign.
Since launching in October we have
received nothing but positive feedback
on our user interface and sleek design.
The LOOP team was really easy to
work with, and took every measure
to make sure that FoTenn was happy
with our final product. FoTenn highly
recommends the LOOP team to all of
our friends and clients. We look forward
to working with LOOP on more projects
in the near future.”
Nader Alkadri
Urban Designer &
Website Project Manager
www.fotenn.com
SPLASH PAGE
TABLET OPTIMIZATION - PROJECT PAGES
TEAM PAGE
ST U N N I N G B L AC K A N D
W H I T E P H O T O G R A P H Y,
DOMINANT TEXT AND
A SYMBOLIC LOGO
BROUGHT A FRESH AND
E XC I T I N G LO O K TO T H E
C A N A D I A N E VA L U AT I O N
S O C I E T Y. E A G E R F O R
AN IDENTITY WHICH
CAPTURED THE IDEA OF
C R O SS I N G B O U N DA R I E S ,
THE WEBSITE AND
IDENTITY HELP TO PUSH
T H I S M A N D AT E .
C A N A D I A N E VA L U AT I O N
SOCIETY
A national organization promoting
advancement in the field of
Brand & Identity
Website
Print Brochures
www.cestoronto2013.ca
LOGO
TABLET OPTIMIZATION
WEB PAGE
E X P O S E D B R I C K WA L L S ,
R U S T I C B E A M S A N D AWA R D
WINNING STYLISTS MAKE
FLAUNT BOUTIQUE ONE
OF TORONTO’S MOST
R E P U TA B L E S A L O N S . T H E
B E A U T I F U L S PAC E N E E D E D
A SLEEK, ENERGETIC AND
HIGH-END BRAND AND
W E B S I T E T O M AT C H . W I T H
AN EMPHASIS ON THE
F I N E R D E TA I L S T H E N E W
FLAUNT BRAND EXPRESSES
THE SALONS UNIQUE VIBE.
FLAUNT SALON
A Toronto based upscale fashion
designer and celebrity.
Brand & Identity
Website
Display Materials
www.flauntboutique.com
LOGO
SUB-LOGOS
WEB PAGES
T R A N S L AT I N G 2 5 Y E A R S
OF ARCHITECTURE
E XC E L L E N C E I N TO
A MODERN WEB
SHOWCASE IS NO EASY
TA S K , B U T T H R O U G H
A COMPREHENSIVE
BRANDING, CONTENT
M A N AG E M E N T A N D
GRAPHIC SYSTEM WE WERE
A B L E T O D O T H AT F O R B N C
ARCHITECTS. THEY ARE
NOW POSITIONED FOR THE
NEXT 25 YEARS.
BNC ARCHITECTS
A Global architecture firm based in
Toronto.
Brand & Identity
Website
Content Development
www.bncarchitects.ca
WEBSITE
SIMPLE AND CLASSIC
ST Y L E I N A N I N T E R AC T I V E
S I N G L E - P A G E L AY O U T
MAKE THIS SITE EASY TO
N AV I G AT E A N D E X C I T I N G
T O U S E . T H E B R A N D WA S
DESIGNED TO APPEAL TO A
HIGH END CLIENTELE, AND
T H E U S E O F S H A R P B L AC K
AND WHITE PHOTOGRAPHY
AND CLEAN TYPOGRAPHY
ADD A TOUCH OF
ELEGANCE.
A S YO U W I S H
CONCIERGE
A Toronto-based concierge service
for high end professionals.
Brand & Identity
Website
Print Materials
Print Ad
www.asyouwishconcierge.ca
“It was incredible working with LOOP.
As a small business owner, just starting
out on my own, I really counted on them
to provide their creativity and insight.
They were incredibly professional,
starting with their survey and our
initial consultation, through which they
sought to understand my needs. They
proceeded to create a dynamic, fresh,
modern brand – including my website,
flyers, business cards and magazine
advertisement. I have received such
positive feedback from others on my
cards and website. Using Loop gave
my business the professional edge it
needed, allowing me to have confidence
in promoting my brand.”
Katrina Machek
Founder and Chief Manager
www.asyouwishconcierge.ca
WIRE FRAME
SAMPLE PAGE
CLIENT LIST
C reative B usinesses
BNC Architects (Toronto, Canada)
Functional Imperative (Toronto, Canada)
EllisDon (Toronto, Canada)
Innovia Partners (Toronto, Canada)
Forest Green Creations (Fonthill, Canada)
Straticom Interior Design (Toronto, Canada)
FoTenn Planning and Urban Design (Ottawa, Canada)
E ducation
Algonquin College (Ottawa, Canada)
University of Waterloo (Waterloo, Canada)
University of Manitoba (Winnipeg, Canada)
York University (Toronto, Canada)
University of Toronto (Toronto, Canada)
Lighthouse Labs (Vancouver, Canada)
THE LOOP STUDIO, REGENT PARK
C ommunity O riented O rganizations / S ocial E nterprise
A Clean Above (Toronto, Canada)
Rebecca Perry Theatre (Toronto, Canada)
As You Wish Concierge (Toronto, Canada)
UforChange (Toronto, Canada)
Canadian Gerontology Association (Winnipeg, Manitoba)
Rain or Shine Green Energy (Toronto, Canada)
Childrens Wish Foundation (Ottawa, Canada)
Raine Davis Art Studio (Newmarket, Canada)
Ghana Medical Help (Accra, Ghana)
SEMA: The Kenya Project (Toronto, Canada)
G-Roots (Toronto, Canada)
Sokotext (London, New York, Kenya)
Hardwired: Podcast for the People (Toronto, Canada)
SPARK RP (Toronto, Canada)
HTML 500 (Vancouver, Canada)
The Pomegranate Project (India)
Kit Media (Toronto, Canada)
Triangle-Pi Productions (Toronto, Canada)
Mlle Munch. Blog (Sarnia, Canada)
Young County Change Makers (Kisumu, Kenya)
Operation Groundswell (Toronto, Canada)
B usiness
Flaunt Boutique (Toronto, Canada)
Freedom Lending (National, Canada)
La Kitchenita (Manila, Philippines)
Yes to Fresh (Toronto, Canada)
WE’D LOVE TO
HEAR FROM YOU.
C E N T R E F O R S O C I A L I N N O VAT I O N . 5 8 5 D U N D A S S T R E E T E A S T. T O R O N T O , O N TA R I O .
weareloop.ca / [email protected] / 416-559-6733 / #DesignForSocialGood