top of page
#2 SELECTED WORK²
LOOPIC
BRAND & SYSTEM
Brand Identity · template animations → brand refresh
→ visual system
THE START
The first tasks were different: build a few After Effects template animations that the Loopic team could then port into the Loopic platform: weather forecasts, lower thirds, sport packages, news intros. The kind of broadcast graphics the product was designed to make easier.
That work kept going. And after enough projects together, the conversation shifted: the product was getting better, but the brand around it wasn't keeping up.
THE PIVOT
By the time we started talking about the brand itself, I'd been inside the Loopic ecosystem long enough to see it from both sides — what the product actually does, and how it was presenting itself to the world.
Two things stood out: the colors were desaturated where the product was bold. The visual logic had transitions that didn't quite resolve. It read as a brand that was unsure of itself — the opposite of how the product worked in real time.
I proposed a full identity refresh built around colors that catch you, not whisper at you — a palette that matches the energy of what Loopic actually does.
I proposed a full identity refresh built around colors that catch you, not whisper at you — a palette that matches the energy of what Loopic actually does.
THE BUILD
Template Animations — two years and counting
The original work, After Effects templates for weather, sport, news, and lower thirds, that the Loopic team uses inside the platform as ready-to-go starting points for users.
Identity Refresh
New color logic, refined logo treatment, and a typography pairing (Cal Sans + Plus Jakarta Sans) that scales from social posts to product UI to broadcast overlays without breaking.
Visual System
A library of illustrative elements- cursors, underline marks, NOW LIVE tags, broadcast UI fragments; that combine into recognizable Loopic compositions. Built to work as both static and animated.
Motion & Social Content
A short brand intro that introduces Loopic's voice, playful, slightly self-aware ("CODE :(", "What an irony"), and a content system for social that the team can keep producing in the same language without needing me in the loop for every asset.
The Identity
The logo had to do two things at once: read instantly as football, and signal excellence without bragging about it. A star inside a football — proof of the goal without spelling it out. Simple enough to work on a jersey patch, a player ID card, or animated as a stinger in a 15-second reel.
The visual system around it — sharp green on deep navy, italicized condensed type that punches without shouting, real grass and real players in every frame — was built to match the program's voice: grounded, modern, direct. No pretending.
THE RESULT
What started as a one-off animation project turned into
a full visual language the brand operates inside.
Loopic is rolling out the new identity alongside their next product update, so the moment the upgraded software ships, the brand will be ready to meet it.
bottom of page