Loft.Design
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. Both initiatives required a cohesive strategy that balanced brand storytelling with usability and scalability to support future growth.
My role
Experience Design Director
Content strategy
Copywriting
Creative direction
Approach
Strategic facilitation: led messaging workshops with stakeholders to clarify brand positioning and align the team around a cohesive vision for the rebrand. Defined a shared understanding of the company’s value proposition and ensured its reflection across all touchpoints.
Marketing website redesign: developed a messaging strategy and content block diagrams to structure content, providing a foundation for the visual design direction. Collaborated with another designer to create themed conceptual design versions, ensuring alignment with the overall brand strategy.
Creative direction for the agency reel: conceptualized and storyboarded the agency reel, providing creative direction to align the final product with Loft’s brand identity. Partnered with two other designers to craft a compelling narrative showcasing Loft’s values and client success stories.
Outcome
Delivered a rebranded marketing website that elevated Loft’s market presence, clarified its value proposition, and improved user engagement.
Produced a visually rich agency reel that became instrumental in Loft’s business development strategy, effectively showcasing the company’s breadth of experience and creative capabilities.
The content strategy workshops and discovery efforts not only provided cohesion for the Loft brand but also became a blueprint for client-facing work, demonstrating the value of strategic facilitation in aligning teams and outputs.