Project Overview

Balancing Sustainability and Functionality

With the growing importance of a strong digital presence, Suplex partnered with Loomsona to redesign its website experience across structure, content, and interface design. The objective was to create a website that showcased the product range while clearly communicating the brand’s values and purpose.

The focus was on building a digital platform that connected meaningfully with Loomsona’s audience while supporting usability, performance, and long-term scalability.

Challenges

Telling an Intuitive and Ethical Story

Operating within a highly competitive market, Loomsona faced the challenge of clearly expressing what set the brand apart. Communicating its value proposition, particularly its commitment to ethical practices and sustainability, was not immediately evident to users.

At the same time, the website needed to remain visually engaging and easy to navigate, without compromising on the brand’s principles. Achieving this balance required careful decisions across UX, content structure, and visual design.

The Suplex Approach

Translating Values into Digital Experience

Our team at Suplex began by gaining a deep understanding of Loomsona’s core values: intelligence, ethics, and sustainability. These principles guided the website’s UX strategy and visual direction.

A “Sage” archetype was used as a reference point, shaping how information was presented through thoughtful content hierarchy and considered interactions. Mobile responsiveness and user-focused design were prioritised to ensure a consistent experience across devices.

Brand Strategy

Products with Purpose and Identity

The brand strategy centred on reinforcing Loomsona’s identity through its digital presence. This involved clearly defining how the brand communicates intelligence, responsibility, and ethical intent across the website.

Trust and credibility were key outcomes, supported through transparent messaging, considered layout decisions, and an experience that reflected Loomsona’s commitment to sustainability at every touchpoint.

Verbal Identity

A Voice that Supports Function and Purpose

Loomsona’s verbal identity was refined to support the digital experience and align with the brand’s values. The tone of voice balanced energy and imagination with confidence and restraint, ensuring content felt engaging without losing authority. Inclusive language and ethical positioning were woven naturally into website copy, supporting both brand storytelling and usability.

Visual Identity

Design that Reflects Purpose and Craft

The visual identity was designed to complement the website’s structure and reinforce Loomsona’s values through interface design. Visual elements supported a sense of trust, quality, and professionalism, while remaining versatile across digital formats. The overall look and feel was designed to age well, creating a consistent and recognisable experience that strengthens Loomsona’s presence in the digital space.