Overview & the challenge
As a new outdoor sports marketing agency based in Scotland, LOAM needed:
- A distinct visual identity to stand out in a competitive industry.
- A clear brand strategy aligned with business development goals.
- Scalable systems to manage digital and social channels effectively.
We began by uncovering LOAM’s essence: their ability to connect brands to the outdoor world with authenticity and insight. The concept of “loam,” the rich soil loved by mountain bikers, provided a natural metaphor for growth, creativity, and harks back to LOAM’s MTB routes.
The logomark was designed with clean, modern lines, evoking both simplicity and precision – key traits of the way we work. Typography and design systems followed suit, ensuring flexibility for everything from pitch decks to social content.
The identity was built around this idea, with a palette of earthy tones inspired by the mountainous landscapes of the Scottish Highlands and is designed to reflect LOAM’s balance of creativity and grounded expertise.
In my role as Creative Lead, I was responsible for:
Brand Foundation
Conducted workshops with the business owners to uncover LOAM’s core values and long-term goals. These insights formed the essence of the brand’s visual direction.
Visual Identity
Created a look and feel, and cohesive design systems that resonated with LOAM’s ethos and target audience.
Digital Presence
Developed a user-focused website and cohesive social media templates to establish LOAM’s brand identity, communicating our services, strengths, and brand essence ready for digital discovery.
Systems Implementation
Created workflows and processes to manage the development of communications across all content.
Creative Leadership
Continue to creatively direct all projects, ensuring alignment with LOAM’s identity and audience expectations.
The Outcome
LOAM’s new identity brought clarity and consistency to their communications. It positions them as the go-to agency for brands looking to engage the outdoor community, reflecting both their deep industry knowledge and their innovative, results-driven approach.
Since the rebrand, LOAM has seen a 400% YoY increase in project enquiries from new clients compared to pre-launch.
I thoroughly enjoyed this in-house work. I had the freedom to bring together everything I’d learned from Dyson and Lazer to shape LOAM from the ground up. Not just the brand itself, but the marketing channels, content strategy, and all the systems and processes needed to make it run smoothly. It was a chance to fully combine my passion for outdoor sports with my work, creating something that felt both authentic and purposeful.