From 2022 to 2024 I was the Global Creative Director of Loop Earplugs. I led Loop’s transformation from a scale-up into a premium lifestyle brand, fueling remarkable growth. I redefined the brand vision, executed a full identity overhaul—including tone of voice and brand architecture—and directed creative strategies across channels like .com, UI/UX, 3D design, product, packaging, advertising, digital, B2B, and social media.

I also built an agency-style team of in-house talent, freelancers, and external partners, where I elevated output quality and scaled operations. Key elements of this brand rebuild include brand vision, photography, 3D visualization, packaging, webshop, tone of voice, strategies for social, B2B, employer branding, etc.

Below I share some selected slides of the work produced over my tenure at Loop.

Expressive, improvised, colourful, caught-in-the-moment photography.

As part of the rebrand, I creatively directed Loop’s photography. The visual language of the brand photography is upbeat and a bit theatrical. Facial expressions are used for a more emotional approach.

We aimed for the accidental, improvised, and in-between scenes. We avoided clean poses and we looked for real expressions. We always had clean and safe shots, but our ideal images felt expressive and authentic.

Photographer: https://mariewynants.com/
Art Director: Nina Hagen

Product visualisation for Loop Earplugs. My role in this project was to find the 3d partner and brief all the product display and animations. The brief was to display the product as a blend of tech product and jewellery.

We partnered with the talented design team of FOUND studio.

From their website description: We created a suite of photorealistic brand assets to elevate Loop Earplugs online presence. By combining precise product modelling with creative innovation, we ensured their products were presented in the most captivating and engaging way across all digital platforms.