The problem
Sophie Ashton spent ten years building campaigns for Moët, Polestar and Agent Provocateur before starting loop, a community platform built around getting people to actually see each other. She planned to launch with three events on Australia's coast, in Byron, Newcastle and the Sunshine Coast, before the product itself shipped. She needed a brand, and a waitlist that would grow the community out of those events.
What we did
We designed the brand first: an editorial, paper-on-paper look with a wordmark whose leaning italic l carries the idea of leaning towards someone. Then we built the waitlist site around the manifesto, the nine areas of the product and one goal, getting people on the list.
Every signup gets a personal invite link and moves up the queue as friends join through it. Event RSVPs go into the same list, so the launch events and the waitlist build one audience. Sophie sees everyone in one dashboard, with their place in the queue and how many friends they brought, and can export it whenever she needs. Five emails keep people updated along the way.
The result
In Sophie's words, the brand felt like loop before the product shipped, and the waitlist is ready to turn each launch event into signups who bring their friends.
