Loftie is a brand dedicated to creating better tech-life balance for people everywhere by sleeping without a smartphone at hand but using their products instead. The logo is based on the warm Austin News which is also used for headlines on the website. Supporting type and the numerals on the clockface are set in Messina Sans – a highly readable sans serif that features details inspired the 20th century and its affinity for reduction.
Exhibea established a new eCommerce experience that is dynamic, engaging and inclusive. The project also encompasses brand positioning and messaging that highlights Loftie as a place where customers can immerse themselves in learning about the importance of screen-free relaxation and the world of sleep wellness. The background color is a newspaper-y beige, which gives the site a visual softness akin to ink on newsprint. The team helped create the Loftie user experience and digital design across web and mobile, developing a site hierarchy that is welcoming, elegant and easy to use.