The Loft
Designing an effortless booking platform
Brand & Identity
Web Design
Brand & Identity
Web Design
Motion Design
2025
Overview
The Loft is a Jersey-based music events company championing underground electronic artists. Founded to bring a more progressive nightlife culture to the island, the brand needed to evolve.
As audiences increasingly travelled to the UK for higher-quality, better-produced events, The Loft required an identity that felt credible, contemporary and ambitious enough to compete.
THE CHALLENGE
Nightlife in Jersey has been in steady decline.
For The Loft, this meant more than just promoting events. It meant building a brand that felt as considered and culturally aware as the artists they were booking.
Their existing identity lacked consistency and professionalism. Visually, it did not reflect the quality of the experience they were curating. To attract an 18–30 audience accustomed to strong design and high production value in the UK, the brand needed to feel sharper, more confident and systemised.
MY APPROACH
I developed a new identity from the ground up. A refined logotype and structured visual system created clarity and consistency. A blue-led palette was expanded and controlled to give the brand recognisable equity across every event.
Rather than designing standalone event posters, I created a modular framework that could flex across different line-ups and venues. Core typographic hierarchy, grid logic and colour control allowed each event to feel distinct while remaining recognisably The Loft. This balance between consistency and variation was key to maintaining credibility in a fast-moving cultural space.
Motion became a core part of the brand language. I created fast-paced promotional reels, combining motion with post production video editing that captured the atmosphere of the events, pairing kinetic typography and bold visuals with the music their audience already connected with. The aim was to build anticipation, amplify energy and create shareable moments that felt authentic to the scene.
ROLE & DELIVERABLES
My Role
Lead Designer – Freelance
I was responsible for defining and executing the new brand direction from concept through to rollout across digital and motion touchpoints.
Brand identity & logo refinement
Visual system & colour palette
Typography selection
Motion & interaction design
Art direction & imagery
UI & layout design
Deliverables
Brand identity development
Logo design
Colour palette and visual system
Typography and layout principles
Event artwork system
Motion identity and promotional reels
Social media content toolkit
OUTCOME
The rebrand gave The Loft a clearer and more confident presence within Jersey’s nightlife scene.
Across social, motion and event promotion, the identity now feels cohesive and intentional. The brand better reflects the calibre of artists they book and the atmosphere they curate, strengthening credibility with a younger, culturally aware audience.
More importantly, the system provides structure. Each new event can evolve visually while maintaining recognisable brand equity.
LEARNINGS
Insights I learned from this project:
This project reinforced the importance of systems within cultural brands.
In fast-moving environments like music and nightlife, consistency builds legitimacy. Designing a flexible framework rather than isolated assets allowed the brand to feel dynamic without losing recognition.
It also strengthened my understanding of how motion can shape perception. When energy and rhythm are central to the experience, animation becomes part of the identity, not just promotion.
The Loft
Designing an effortless booking platform
Brand & Identity
Web Design
PORTFOLIO
More Projects
More Projects
Other Projects
The Loft
Designing an effortless booking platform
Brand & Identity
Web Design
Brand & Identity
Web Design
Motion Design
2025
Overview
The Loft is a Jersey-based music events company championing underground electronic artists. Founded to bring a more progressive nightlife culture to the island, the brand needed to evolve.
As audiences increasingly travelled to the UK for higher-quality, better-produced events, The Loft required an identity that felt credible, contemporary and ambitious enough to compete.
THE CHALLENGE
Nightlife in Jersey has been in steady decline.
For The Loft, this meant more than just promoting events. It meant building a brand that felt as considered and culturally aware as the artists they were booking.
Their existing identity lacked consistency and professionalism. Visually, it did not reflect the quality of the experience they were curating. To attract an 18–30 audience accustomed to strong design and high production value in the UK, the brand needed to feel sharper, more confident and systemised.
MY APPROACH
I developed a new identity from the ground up. A refined logotype and structured visual system created clarity and consistency. A blue-led palette was expanded and controlled to give the brand recognisable equity across every event.
Rather than designing standalone event posters, I created a modular framework that could flex across different line-ups and venues. Core typographic hierarchy, grid logic and colour control allowed each event to feel distinct while remaining recognisably The Loft. This balance between consistency and variation was key to maintaining credibility in a fast-moving cultural space.
Motion became a core part of the brand language. I created fast-paced promotional reels, combining motion with post production video editing that captured the atmosphere of the events, pairing kinetic typography and bold visuals with the music their audience already connected with. The aim was to build anticipation, amplify energy and create shareable moments that felt authentic to the scene.
ROLE & DELIVERABLES
My Role
Lead Designer – Freelance
I was responsible for defining and executing the new brand direction from concept through to rollout across digital and motion touchpoints.
Deliverables
Brand identity development
Logo design
Colour palette and visual system
Typography and layout principles
Event artwork system
Motion identity and promotional reels
Social media content toolkit
OUTCOME
The rebrand gave The Loft a clearer and more confident presence within Jersey’s nightlife scene.
LEARNINGS
Insights I learned from this project:
The Loft
Designing an effortless booking platform
Brand & Identity
Web Design
PORTFOLIO
More Projects
More Projects
Other Projects
The Loft
Designing an effortless booking platform
Brand & Identity
Web Design
Brand & Identity
Web Design
Motion Design
2025
Overview
The Loft is a Jersey-based music events company championing underground electronic artists. Founded to bring a more progressive nightlife culture to the island, the brand needed to evolve.
As audiences increasingly travelled to the UK for higher-quality, better-produced events, The Loft required an identity that felt credible, contemporary and ambitious enough to compete.
THE CHALLENGE
Nightlife in Jersey has been in steady decline.
For The Loft, this meant more than just promoting events. It meant building a brand that felt as considered and culturally aware as the artists they were booking.
Their existing identity lacked consistency and professionalism. Visually, it did not reflect the quality of the experience they were curating. To attract an 18–30 audience accustomed to strong design and high production value in the UK, the brand needed to feel sharper, more confident and systemised.
MY APPROACH
The brand refresh began with a colour‑driven identity. A gradient system built on warm hues became the core of the visual language, communicating energy and precision across digital, motion and large‑format applications. Typography played a crucial role: the sans-serif Host Grotesk provided a clean, approachable base, while Baj Jamjuree added technical weight. Together they formed a modern voice that balanced professionalism with technical profiency
Rather than designing standalone event posters, I created a modular framework that could flex across different line-ups and venues. Core typographic hierarchy, grid logic and colour control allowed each event to feel distinct while remaining recognisably The Loft. This balance between consistency and variation was key to maintaining credibility in a fast-moving cultural space.
Motion became a core part of the brand language. I created fast-paced promotional reels, combining motion with post production video editing that captured the atmosphere of the events, pairing kinetic typography and bold visuals with the music their audience already connected with. The aim was to build anticipation, amplify energy and create shareable moments that felt authentic to the scene.
ROLE & DELIVERABLES
My Role
Lead Designer – Freelance
I was responsible for defining and executing the new brand direction from concept through to rollout across digital and motion touchpoints.
Deliverables
Brand identity development
Logo design
Colour palette and visual system
Typography and layout principles
Event artwork system
Motion identity and promotional reels
Social media content toolkit
OUTCOME
The rebrand gave The Loft a clearer and more confident presence within Jersey’s nightlife scene.
Across social, motion and event promotion, the identity now feels cohesive and intentional. The brand better reflects the calibre of artists they book and the atmosphere they curate, strengthening credibility with a younger, culturally aware audience.
More importantly, the system provides structure. Each new event can evolve visually while maintaining recognisable brand equity.
LEARNINGS
Insights I learned from this project:
This project reinforced the importance of systems within cultural brands.
In fast-moving environments like music and nightlife, consistency builds legitimacy. Designing a flexible framework rather than isolated assets allowed the brand to feel dynamic without losing recognition.
It also strengthened my understanding of how motion can shape perception. When energy and rhythm are central to the experience, animation becomes part of the identity, not just promotion.
The Loft
Designing an effortless booking platform
Brand & Identity
Web Design
PORTFOLIO