Supporting Loop's Webflow migration and advancing their digital goals.
This Series B funded Supply Chain software brand has been on a mission to eliminate the legacy back office processes and challenges that drain companies’ profits. They turned to Zabal to help improve their brand positioning and visual expression via a migration from Contentful to Webflow. Their in-house Demand, Marketing, Creative and Product teams parlayed with Zabal's project management, web design, development, motion and graphics teams to not only to migrate and rebrand, but also support their GTM and sales functions with new content and sales materials. The impact on this migration and creative support is seen in all stages of their funnel - from top of funnel increase in non-brand impressions all the way down to faster sales cycles.
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Understanding the business
Business goals
Going from Contentful to a full rebrand and Webflow build is a challenging process, but the Loop team recognized the need for a website that better served their business goals by driving pipeline growth and generating more demo requests.
Their previous CMS was hard to update, limiting their marketing team’s ability to make regular edits. Empowering them with the flexibility to update the site independently was a key priority. Additionally, they required graphic design support for business and sales materials.
Business challenge
Contentful was costly and required excessive custom development, hindering the team’s efficiency and pulling resources from critical work on their digital product. With limited internal support, delays in branding and the marketing website stalled progress. They needed Zabal, a flexible and scrappy partner, to step in to tackle priorities and deliver value quickly.
Asking the right questions
Research goals
To provide value for a supply chain product, we first studied the product, target customer, and business goals. This meant hours of competitive research, product demos, and collaboration with the design team. A website must extend the product story, using strong storytelling and clear calls to action to turn curious users into passionate fans.
First principles thinking
Design starts with understanding. For a complex product like Loop, we tackled complexities before pixels and visual. Starting with the product goals and direction.
Pipeline generation
A strong website drives leads and builds sales pipeline. We aligned with their goals and revenue for the migration to be worth the investment for their team.
Security & Privacy
As the Loop team grew, they needed Webflow, a secure and scalable CMS that could grow alongside their needs. Contentful was falling short.
Approved vendor
A failed migration is costly. We set them up for success in 3 months and secured a 12-month partnership to continue the partnership through 2024-2025.
Interface inspirations
Defining a visual direction
Supply chain software is functional, not flashy. We balanced beauty and efficiency with a focus on brand maturity, positioning them for their next phase of growth. This approach was inspired by countless hours of research, exploring solutions, and studying brands in similar industries that made similar leaps, providing valuable insights for Loop.
Creating the system
Information architecture
Colors
Fonts
40+ Individual Icons
Visual direction
We adopted a 2D approach, integrating 3D lines to connect digital and physical supply chain movements. This preserved customers' mental models while advancing Loop's brand, blending familiarity with innovation to deeply resonate with their audience.
Animations
Motion graphics are essential in elevating Loop.com's brand narrative for supply chain software by incorporating dynamic visuals that captivate and engage users. These animations bring the complexities of supply chain solutions to life, simplifying and effectively communicating Loop.com's core values, innovative tools, and business impact.
Visual design guidelines
Elevating supply chains with creative clarity
Our dedication and support led to a full migration from Contentful to Webflow, a complete rebrand, and enhanced sales materials in just 3 months. Partnering with Loop's marketing and product teams, our lean Zabal team achieved more than visuals, we impacted their business and sales metrics. Focusing on migration, rebranding, and growth, we launched Loop’s site, creating brand elements and strategies that carry through 2024–2025. Now, we’re building on that foundation for further growth.
We have crafted over 30 pages and templates, and we are delighted to showcase the most captivating ones to you.
Zabal is hands down the best agency I have ever worked with. As someone who comes from an agency background, this is a hard bill to fit. Their dedication to their craft, focus on excellence, and creating gorgeous experiences is second to none.
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