Loomia The Loomia team was developing its product during the "Web 2.0" heyday but they felt they were not part of that movement -- so they didn't want to look like all the other Web 2.0 plays being rolled out. They cited some of my past work as being just the style they wanted. I created a brand palette that included:

• a casual, irreverent voice and vocabulary;
• an exuberant, somewhat unexpected color palette;
• a chunky, slightly off-kilter visual design with some oversized type to underscore the client's authenticity and enthusiasm;
• photos not of models but of the Loomia team's real friends and family.

The products page, easily changed and supplemented by the Loomia team.

A text-heavy testimonial page. We did not want to add gratuitous images to the page that would draw the eye away from the content, so I used some shading to break up the "backstory" from the actual testimonials. Generous gutters of whitespace give the eye a chance to rest.

An early concept -- heavy with Web 2.0 visual vocabulary such as super-minimalism, use of gradients and primary colors, and a lack of images. This mockup helped me determine whether the client truly wanted to break from the "Web 2.0" herd -- and indeed they did.

Early concept applied to another page.

Some ways I developed to update the wordmark. The client liked the work but decided to preserve the brand equity they had in the existing mark.