Brand design for the Scandinavian hotel feedback company

Brand design for
the Scandinavian hotel feedback company


The Mission

Loopon is a Swedish company specialized in customer feedback software for the hotel industry. The goal of this project was to redesign their brand identity and help set Loopon up for success in the global marketplace.

For an online company such as Loopon, the website is possibly the most defining application of their visual identity. Click below to see the main interactions and scrolling for both the homepage and secondary page.

The exploration phase

Our design team approached the project by sketching out variations for the future home page. We then elaborated on some options with basic wireframes. Finally we took a select few options to photoshop where we continued to explore the client's visual identity.

brand elements

Once a system started to emerge, we refined brand elements such as colour, typography, logotype, image and illustration styles. Give it a shot yourself below to see how this system works over dark and light backgrounds by dragging the slider bar to the sides.

Setting the mood

Photography has the incredible power to convey strong messages. We selected imagery reflecting young hotel customers and enthusiastic startup entrepreneurs. The images chosen needed to express a positive, laid-back feeling. We achieved this by choosing pictures of people that weren’t staring directly at the camera or were smiling naturally.

Illustrating information

A company focused on data visualization needs compelling graphs, scales, charts and icons. Our design team created an illustration style to help Loopon display data with clarity and style.