LOAMBrand Identity

Client

LOAM in-house

Year

2024

Overview & the challenge

LOAM needed a brand identity as grounded and adaptable as the outdoor industry it serves. As a content marketing agency catering to mountain biking and adventure brands, LOAM’s visuals and tone needed to inspire trust, energy, and a passion for the outdoors—all while reflecting their deep industry expertise. The challenge was to balance an adventurous spirit with professionalism, ensuring the brand resonated with both industry leaders and grassroots audiences.

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 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. The logomark was designed with clean, modern lines, evoking both simplicity and precision—key traits of the agency’s work. Typography and design systems followed suit, ensuring flexibility for everything from pitch decks to social campaigns.

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.

In my role as the lead creative, I was responsible for:

⸺ Brand Foundation

Conducting workshops with the leadership team to uncover LOAM’s core values and long-term goals. These insights formed the backbone of the brand’s visual and strategic direction.

⸺ Visual Identity

Designing a cohesive and impactful look and feel that resonated with LOAM’s ethos and target audience.

⸺ Digital Presence

Developing a user-focused website that encapsulated LOAM’s brand essence and establishing a cohesive, engaging social media presence.

⸺ Systems Implementation

Creating efficient workflows and processes to ensure consistent messaging across all touchpoints.

⸺ Creative Leadership

Continuing to guide the creative direction across all projects, ensuring alignment with LOAM’s identity and audience expectations.

The Outcome

Key Takeaways

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 cemented its reputation as a creative force in the outdoor world, with a look and feel that’s as enduring as the trails they represent.

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.

This project highlights my ability to:

  • Translate core values and business goals into a cohesive brand identity.
  • Create impactful visual and digital assets that drive engagement.
  • Build robust systems that ensure long-term brand consistency.

LOAM’s identity continues to evolve, but the foundations I laid remain integral to its ongoing success.