BOLD VISION. New Futures.



Tasked to develop a name, visual identity and digital framework for the new Danish SAAS platform. Loop ‘frames conversations’ and creates relevant content by facilitating deeper dialogues through collaborative processes. Loop works with more than 200 newsrooms across the world, providing journalists with a platform to structure their workflows to engage readers, listeners and viewers in their editorial work.

Design guidance on Loop logomark and icon.


The brand design was conceived to make the product immediate and engaging. The art direction has evolved from a strategic angle to frame conversations, and this was brought to life by creating editorial characters to help guide the product. Each character plays a different role in helping structure workflows and helps journalists engage readers.

Character designs in wireframe view
Typographic design and styling
iPhone on table showing welcome screen
Large out of home billboard on a brick building showing loop strategy and design
iPhone on desk showing Loop branded dashboard screen.
Social frame with Loop branding showing a group of journalists.
Loop branded tote bag hanging off the back of a red chair
Stack of green Loop business cards on wooden table.
Male journalist working at a desk framed by Loop branding on green background.
Two 6 sheet billboards showing Loop branding


To all the team at Loop and Hearken Northern Europe. Thanks for the trust of the founder's Peter Halling and Morten Anderson - 'Listen to your audiences first, not last. Makes for better everything.'

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