Challenge
Loom had sharpened its positioning and completely refreshed its brand to modernize and position itself as an industry leader. But the marketing site was still running on the old system—outdated visuals, fragmented design language, and messaging that didn't reflect where the company was headed. A full rebuild risked breaking the site and tanking conversions. Loom needed a phased approach that kept the site live while bringing every page into the new era.
Transformation
Sofya led creative production for Loom's multi-month marketing website redesign—managing design, illustration, 3D, motion, copy, and engineering teams through a phased rollout that aligned the site with Loom's refreshed brand and tightened positioning.
We rolled updates page-by-page, starting with the homepage, then scaling to the full site. Built the new "Thread" brand design system from the ground up, unified typography and color, integrated an explainer video, and A/B tested changes to protect conversion rates. Managed cross-functional execution through Asana, Notion, Slack, and Gantt charts to keep internal and external teams aligned.
Result
The new Loom website launched on schedule with refined positioning, clearer messaging, and a unified brand system that matched Loom's ambition. Loom was acquired by Atlassian for $975M in October 2023.
Services
Website
Creative Production
All Works
