Building the visual identity and collateral for this budding, two man recruiting team was an exciting challenge. Jason and Charlie, with their ambition and youth to drive them, wanted to be brought above the dry, corporate looks within their industry.
Branding – Design – Art Direction – Photography
Standing directly in front of Loop was one large snag, it's name. The word “LOOP” has many preconceived definitions already intrenched within virtually anyone's mind, making it difficult to escape the myriad of tropes surrounding the word (take a look for yourself).
To avoid this trap, we eliminated the option of using common visual metaphors and opted instead to construct the identity around a secondary definition. Loop means connection; “looping” together individuals (in this case an employer and prospect). In other words, Charlie and Jason create a “closed loop” between those seeking employment and corporations seeking a proper fit.
I began by creating a firm standing custom logo type. To support the stout letterforms, I pushed to make a mark which would depict the myriad of pathways existing for those who wish to be recruited and those who are recruiting. By connecting a specific path using the “L” I sought to bring attention to “THE LOOP WAY” of getting the position you deserve and finding the team member you need.
In the recruitment field, you hand out and receive a lot of business cards which meant we need to go all out with the Loop printed pieces. By blind embossing the stout wordmark on the front and painting the edges with the refined navy blue, we were able to create a "power card" which feels strong in the hand and evokes a feeling of establishment and trustworthiness.