Loomio is open source decision-making software, run by a worker-owned cooperative in Aotearoa. Rob and I first worked on the brand in 2019, and we reconnected at a moment of real momentum. New customer case studies were being written, and the ask was a little brand and homepage spruce-up to make the most of it.

Loomio needed to feel loved and up to date, with the kind of care that says trusted software, helping groups decide together since 2012. Above all, it needed to feel human.

A brand refresh done while I was on maternity leave looked good on paper but didn’t translate digitally, and Rob found it too hard to build with. We made the palette bolder while keeping its friendly, accessible feel, and added a serif typeface to give the brand more intention and bring the voice of the customer stories forward.

The name gave us our motif. Loomio has always held two ideas, people weaving together on a loom and ideas being lit up, so the old dots made way for a single yellow thread that loops through each page, pulling one section into the next.

On the website, the direction was simple: hand the microphone to customers and give everything room to breathe. I designed the case study format, then rethought the homepage and main pages, working alongside Rob in the code through the terminal, GitHub and Claude. That stretched the same budget across the whole sales website, set the direction for the Loomio app, and left Rob confident to keep evolving the site himself.